regional news media
State of play REPORT ONE Centre for Media Transition FOREWORD | PAGE 3 FOREWORD Contents Foreword Why regional news matters...... 3 Introduction Deserted? ...... 4 Executive Summary 10 points to note ...... 6 Chapter 1 The challenge from consumers ...... 8 hat place does local news have portantly, through McCarthy’s work the Chapter 2 Insights from regional editors & publishers ...... 14 in an increasingly global news voices of local members of the commu- context? A healthy, vibrant de- Why nity were heard by their own community We’re not alone: the overseas experience Chapter 3 ...... 22 mocracy relies on an informed and ultimately the entire nation. There Chapter 4 The availability of local news & information ...... 28 and engaged population. That are small news teams doing important Wrequires life-impacting news to reach the work in small and large regional towns Chapter 5 The digital news habits of regional consumers ...... 32 maximum amount of people frequently. regional across the nation every day. In order for that to be possible, we need Conclusion Heads or heads? ...... 48 access to the news that impacts us global- The media has always been an ly, nationally and also, vitally, locally. effective conduit between governments About the Centre for Media Transition (CMT) ...... 51 and their constituents, customers and Effective media is a two-way street, news the businesses that would seek to reach taking the challenges and stories of a them, essential services and those who community and playing it back as news require their communication. The editors that can be used to make informed deci- matters increasing pockets of the country, partic- CHRISANTHI GIOTIS, author and editor: Design, layout by Kevin Kearney sions about the way we want to live our ularly many regional areas, that are no Postdoctoral Fellow at the Centre for Media Images: Rocco Fazzari and iStock lives. The more local the media, the more they read, watch or hear from metropol- longer serviced by local media should be Transition. Chrisanthi teaches at UTS in Copy editing, reading by Mark Bryan, directly relevant it can be to your life and itan, national or global media sources. a concern to everyone. journalism, media studies and social and Rosa Alice and Sacha Molitorisz lifestyle. If they trust you, they are more likely to political sciences and guest lectures in the trust you with their story. The Centre for Media Transition’s Department of Government and Internation- I started my career in local newspapers regional news project started in late No- al Relations at Sydney University. Chrisanthi This report was funded by the Google News at a time in our media’s history when local You only need to consider 2013 Gold vember 2017 and since then, the state of spent a decade as a reporter and deputy Initiative. We would like to thank Nic Hopkins news organisations regularly fed stories to Walkley winner and Newcastle Herald regional news media has become a more editor in Dubbo, Sydney and London and from Google, Caroline Fisher, Sora Park and metropolitan news outlets. We not only journalist Joanne McCarthy’s report- pressing issue. ran her own entrepreneurial journalism proj- Megan Deas from University of Canberra, got a thrill when stories we broke in our ing on child sex abuse in the Catholic ect reporting from 10 African countries. Margaret Simons from Monash University local papers featured prominently in the Church, which led to a state inquiry and In order to find a solution to a prob- PETER FRAY, author and editor: and Gary Dickson from the Public Interest metros, we also got to place much-needed royal commission, to understand the lem, you must first seek to understand Co-director of the Centre for Media Journalism Initiative. national attention on an important local importance of local quality journalism. what it is you are solving for. Our region- Transition and a professor of journalism issue and that meant that politicians and The Newcastle Herald team of McCar- al media project aims to give context to industry practice at the University of Suggested citation: P. Fray & C. Giotis (Eds.), higher authorities were more likely to do thy, editor Chad Watson and reporters the challenges facing local and regional Technology Sydney. Formerly publisher, 2019, Regional News Media: State of Play, something about it. Ian Kirkwood and Jason Gordon also media in a digitally disrupted media en- editor-in-chief and editor of The Sydney Centre for Media Transition, won the Walkley award for coverage vironment, and the impact that is having Morning Herald, editor of The Canberra University of Technology Sydney: There is a long history of trusting of community and regional affairs for on those who generate the news as well Times and The Sunday Age, deputy editor Sydney, Australia, cmt.uts.edu.au local media far more than the big city the ‘Shine the Light’ series on child sex as those who rely on it. of The Australian and The Sun-Herald and centralised news corporations. It appears abuse. The stories of that region resonat- founder/editor-in-chief PolitiFact Australia. This work is licensed under the Creative Commons not much has changed, with Facebook ed around the world and started the ball Marina Go He is the host of the Fourth Estate, a Attribution-NonCommercial-NoDerivatives 4.0 informing us that consumers trust news rolling on a process that would eventual- Chair, Advisory Board International Licence. To view a copy of this licence, podcast/radio show about journalism. visit http://creativecommons.org/licenses/by-nc-nd/4.0/ from people they know more than what ly change lives and save lives. Most im- Centre for Media Transition, UTS PAGE 4 | REGIONAL NEWS MEDIA INTRODUCTION | PAGE 5 INTRODUCTION
challenges in transport and infrastructure The project has The CMT’s regional project has so far associated with remoteness and modest drawn on multiple formal and informal market size. By and large, it has proved drawn on the discussions, academic work and a region- resilient — well, resistant, to the full al news summit in Adelaide in March onslaught of news deserts. knowledge and 2019, co-hosted by the Google News DESERT Initiative and the CMT. ed The question is, has Australia experience of The evaporation of regional media and its consequences ? reached a tipping point? The CMT’s It includes independent data collec- report seeks to answer that question in tion by private firm CoreData, a special he Centre for Media Transition’s There are signs these fears are We don’t seek to diminish the prob- multiple ways and by asking multiple multiple news regional analysis of the Digital News regional news project started well-founded. Recent research by the lems, but would prefer to better under- groups. Drawing conclusions will at Report (DNR), an extract of work for in late November 2017 as a Australian Competition and Consumer stand them. Hanrahan famously said, times be left to the eye of the beholder. media providers, the Public Interest Journalism Initiative collaboration between industry Commission (ACCC), published as part “we’ll be ’rooned before the year is out”. For instance, it may appear dire that (PIJI) and a review of relevant academic and academics. of its digital platforms inquiry, found That may be so in some situations, only one in ten regional news con- both metro and literature. T newspaper closures over the past decade but it most probably will not be sumers appear willing to subscribe to Since then, concern about the state of has left 21 local government areas with- across the board. online local news. country-based. As a result, it is comprised of separate regional news media has become more out a single paper or news site. Of these, chapters, each with their own distinct pronounced. As this report shows, several 16 were in regional areas. One potentially positive note is the But that 10 per cent — possibly We thank them all topic, outputs and methods. entities are now actively engaged in both purchase in 2019 of Nine’s 170 regional as high as 14 per cent, in one survey monitoring and seeking to support the The same report indicates a drop off and rural titles by a group led by former prepared for this report — may well The project has drawn on the knowl- health of journalism outside of Austra- of reporting on local courts and coun- reporter and publishing executive, be the founding blocks of a successful The CMT wishes to better understand edge and experience of multiple news lia’s capital cities. cils. To fix such problems, the ACCC Antony Catalano. digital business or a mixed model this dynamic. We have been investigating media providers, both metro and coun- recommends setting up a $50 million based on subscriptions, advertising the attitudes of consumers to the news try-based. We thank them all. The CMT’s project is aimed at under- a year fund. Recent regional bureau It is too early to say if all the titles in and donations. provided, how they consume news, why standing the impact of digital disruption closures by the WIN television network Australian Community Media will sur- and when they do so and their views to In particular, we wish to acknowledge on the news media ecosystem in regional in NSW and Queensland indicate such vive the new ownership, but Catalano Given the ‘embedded’ nature of paying (or paying more) for it. the University of Canberra’s DNR Australia — for news media practitioners, funds may well be needed. has reportedly told staff that his aim local news media, community-based team, headed by Dr Caroline Fisher, consumers and other stakeholders. is to “make us the biggest and best media is well-placed to know and One early conclusion is that there is Dr Margaret Simons from Monash This report draws on a range of regional group in the country”. service its readers and advertisers. But, a need for ongoing consumer research University and Gary Dickson. They We fear that, as in the United States, research, mostly done on behalf of the as researchers have found, there is a and to better understand where, how contributed, respectively, the regional news deserts may be opening up in CMT or commissioned by it, to flesh out Regional news media has always been paradox at play: country audiences may and by whom regional news is made. news analysis of the digital news report Australia, resulting in the diminution the current state of play. Though the exposed to the vagaries of direct and in- have closer relations to the news and, That level of mapping is not part of this and the chapter on how local news is — if not disappearance — of public picture is not overly promising, we have direct economic activity, population drift as a result, expect the news to be always report; rather this report is, hopefully, a changing, which includes a survey of service or public interest journalism. been mindful not to label it a crisis. to larger centres and with the cost/supply there and largely ‘free’. starting point for that exercise. local government media managers.
Peter Fray, September 2019 PAGE 6 | REGIONAL NEWS MEDIA EXECUTIVE EXECUTIVE SUMMARY | PAGE 7 SUMMARY
A relatively small number of News consumers in regional people — up to 14 per cent areas are more concerned of those surveyed — indicat- than their metropolitan 5 ed a willingness to pay for a 8 counterparts about premium news service. Local news, what is real or fake on sport and reporting on social events the internet, are more are most valued. See chapter 1. likely to avoid news, and are more likely Print advertising is expected to to feel worn out by continue to be the main source of the amount of news. revenue. Only one in five (20%) About two-thirds of 6 editors/publishers expect digital regional news con- advertising and only 8.0% expect sumers are worried digital subscriptions to be their news about mis- or dis-in- Traditional news media is still the organisation’s main source of revenue formation. The same most used news source but social in five years’ time. See chapter 2. proportion of news media is very much part of the mix. consumers in regional 1 Two thirds of regional news con- Regional Australians are areas try to avoid news. sumers gain news from social media at switching from desktop Almost one-third of regional least once a week, two in five at least once computers to smartphones to news consumers are worn out by a day. TV remains the most common 7 access news at a faster rate than the volume of news. See chapter 5. source of news in regional areas. their metropolitan counterparts. See chapter 5. Since 2016, the number of regional Concerns about the decline in news consumers accessing news on local news are being expressed Regional news consumers are less the phone has grown from 26 per by local council media manag- likely to access news once a day cent to 44 per cent. At the same 9 ers. A survey has found that than consumers in major cities. time, usage of the personal computer 45 per cent of media managers had 2 There are fewer regional news has dropped from 55 per cent to detected a drop off in the amount consumers with a high interest in news 36 per cent. See chapter 5. of local news in regional and rural compared to those in the cities. areas. See chapter 4. See chapter 5. Several key issues Facebook broadens audience reach transcend national but is cited as the main competitor boundaries. points to note for regional newspapers. In order, 10 Research from 3 the competitors were Facebook overseas shows a loss of civic (48%), rival local newspapers (40%) and life and political oversight as We wish to highlight ten points from the report that local TV (36%). Google was rated a com- regional news disappears. petitor by 12 per cent of the editors and New players and partner- provide key indicators of the state of play in regional publishers surveyed. See chapter 2. ships are emerging. But for many news providers, the news media. We see them as useful points of guidance Two in five regional consumers said scale needed to operate in they bought a printed newspaper at an online space remains a for future work and the current debate about how best to least once a week and almost one in stumbling block. 4 five had a subscription to a digital See chapter 3. assist regional news consumers and publishers. news service. See chapter 1. PAGE 8 | REGIONAL NEWS MEDIA CHAPTER 1 | PAGE 9 CHAPTER 1 platforms that deliver the news There is no point sugar-coating it. The the end of the period surveyed. Of these and much more. Australian Communications and Media 21 LGAs, 16 were in regional Australia Authority’s (ACMA’s) 2017 report into (ACCC, 2019, p. 322). The As the CoreData survey shows, almost regional content found that there has two in five regional news consumers say been a 20 per cent decline in regional The work by the ACCC is an import- they gain local news from social media print newspaper sales between 2014 and ant contribution to our understanding at least once a day. For more than two 2016 and a 10 per cent decline in re- of what is going on across regional thirds, it’s at least once a week. Even if gional TV revenues since 2011 (ACMA, news media. It underscores the need the primary source of that news is legacy 2017, p. 9). Newsroom numbers have for deeper examination and ongoing media, the greatest financial beneficiary been cut, services curtailed and, in an monitoring to ‘red-flag’ areas of greatest is the digital platform. effort to cut costs, products dropped and and most immediate concern – and to challenge services aggregated. highlight where potential remedies are The goose that laid golden or silver most needed. eggs for publishers, editors and licence from consumers holders is not so healthy. If she is upright, This is why the CMT wishes to map which she still is in most part, she faces the news media ecosystem: to discov- ore than three decades ago the This chapter, then, seeks to THE END OF SCARCITY greater competition from other birds. er the sources of news media content doyen of American communi- weave key issues affecting regional for regional Australians and identify cations, scholar James Carey, news media around the results of The implosion of the business The traditional news media is no emerging gaps in the market. There suggested “the public” was the opinion survey conducted by model that underpinned longer the sole source of news. It can may well be many areas of promise. a “god-term” in journalism private company CoreData. Its journalism for the past no longer claim to advertisers that it Things might still be crook in Talla- M(Rosen, 1997, p. 191). It was, he wrote, analysis is based on complete valid century continues to alone delivers audience eyeballs. It rook, yet buoyant in Bathurst. the “be-all and end-all, the term without responses received from 266 re- create havoc in the news media can no longer tell those same audi- which the enterprise fails to make sense”. spondents residing in regional and industry, in city and country alike. ences that it is the only place to buy Even if that is the case, the truth rural areas. No longer tied to a masthead, and sell goods and services. It can no is that these are difficult, challenging Carey’s insight was meant as some- channel or station, audiences are longer claim to be the singular pathway days. In June 2019, the regional TV thing of a warning to journalism: All respondents had a gross annual per- unshackled in the digital world, to news, views and useful information. news provider WIN announced it was remember, your audience is the reason sonal income of $40,000 or more. The gaining their news and views from closing its newsrooms in Orange, Dubbo, you exist; you serve the public. Fast sample is representative of the broader wherever they choose and more This is a profound shift, most often Albury and Wagga Wagga in NSW and forward and the sentiments are less aca- Australian population residing in regional often than not from family and aired out in the now-familiar litany of the Wide Bay area in Queensland (Duke, demic, more economic. Understanding and rural areas in terms of age, gender, friends via social media. media job losses, masthead and pro- 2019). This was on top of moves by the audience is now a central tenet of the wealth segment and state/territory, with gram closures, revenue decline More recent work, by the Australian company in 2018 to close its Tasma- news media’s survival. an approximate margin of error of +/- For media operators, there and resource cutbacks. Competition and Consumer Commission nian news bulletins and its Toowoomba 3.6 per cent. was once a premium for (ACCC), suggests an even more dire pic- newsroom. Over the past two decades, and in partic- owning the scarce resource ture. It found that between 2008-09 and ular the past five to ten years, the consumer The research was conducted of, say, a commercial print- 2017-18 there was a 15 per cent drop in The most recent closures affected 40 has become all-powerful as the consumer, between 7 December 2017 and 15 ing press or a broadcast the number of unique local and regional jobs. WIN cited cost pressures, changing distributor and the payer for news. January 2018 via an online quantitative licence. newspapers, representing the closure of consumption habits and increased com- survey of approximately 20 questions 106 newspapers (ACCC, 2019, p. 321). petition from “digital content providers” This chapter seeks to describe some hosted by CoreData. This scarcity ensured via- None of the closed publications contin- (King, Ferguson and Thackray, 2019) as of the boundaries in the relationship bility as it gave the operators a ued to provide coverage as purely online the reasons for the closures. The Media between news providers and consum- The actual digital news habits of level of exclusivity over advertis- services. They are effectively gone. Entertainment and Arts Alliance, the ers. It aims to set the scene for the rest regional consumers are explored in ing revenue. That is now gone, industry’s union, noted that affected of the report by asking: what do news greater depth in chapter 5 by the replaced by the abundance of The ACCC found there were 21 local communities would feel the loss of the consumers think about the news and University of Canberra’s Digital News low-cost digital media and the government areas (LGAs) left without journalists, “asking the hard questions, what are they willing to pay for it? Report team (DNR). no-cost (to users) of the social any coverage by a single newspaper by telling the community’s stories ... that The traditional news media can no longer claim to be the singular pathway to news, views and useful information PAGE 10 | REGIONAL NEWS MEDIA CHAPTER 1 | PAGE 11
makes our democracy poorer” (King, Table 3 Would you be willing to pay a (b), work out specifically how to service an extended series of environmental Table 2 If the only way to receive news about you town/region (apart from the small subscription fee for news services Ferguson and Thackray, 2019). ABC) was to pay for it, would you? (By age and by gender) them – and (c), consider what is the best reporting (Wallbank, 2018). Crinkling in exchange for some premium services, avenue to assist them to pay. News, a children’s newspaper dedicated to Even the Australian Broadcasting Cor- <29 30-39 40-49 50-59 60+ Female Male Overall such as increased access to pre- and early-teen kids, raised $200,000 poration, supported by taxpayer funding, Yes 5% 12.4% 13.9% 13.5% 24.6% 10.8% 16.1% 13.8% popular columnists and Secondly, precisely what are we talking in mid-2017 to keep it going (Malone, appears to be in the grip of constant No 45% 55.1% 47.8% 46.9% 51.3% 45.1% 52.6% 49.4% events,26% Not in addition sure to the about when we talk about news? News is 2018). (Despite this success, the newspa- review and re-organisation in an effort basic news service? everywhere, it is a commodity: it is ‘free’ per closed in early 2018.) Not sure 50% 32.4% 38.3% 39.6% 24.1% 44% 31.3% 36.8% to master the impact and potential of % from the ABC, it is ‘free’ on social media How much would you be willing to pay to receive news about your town/region per month? 13% Yes Not sure technological change. 26 and it is ‘free’ on local TV and radio; it’s in Could such fundraising techniques % <29 30-39 40-49 50-59 60+ Female Male Overall 13 Yes the ether, why pay for it? Discovering what work in the regions? There is no doubt Our concerns with business models, Average $10 $15 $27 $24 $15 $14 $23 $20 % news – or services – have actual value re- that The Guardian, for instance, has much 61% No No one of the CMT’s three “pillars”, is 61 quires further detailed study. Understand- more drawing power than a regional daily not a cack-handed way of saying that How much would you be ing what audiences want via data analytics newspaper. Its environmentally-concerned journalists need to join the sales team or vive the previous business model. Instead, However, the situation is perhaps willing to pay each month? offers much promise in this regard. audience is a good place to start for a trade-in their independence. Journalists there are some useful questions. not quite as bad — or as surprising — crowdfunding campaign on green issues. $ play specific roles; selling advertising is as it first seems. Two in five regional 11 The CMT survey indicates that there But that said, this is primarily a matter of not one of them. Is journalism a service? If so, what is consumers said they bought a printed are types and styles of news with poten- scale and subject. that service? What journalism services newspaper at least once a week and tial. Roughly a third of those asked were But precisely what journalism is for is will audiences be prepared to pay for? about one in five said they had a daily inclined to pay for more “relevant news The deeper question is: does the suc- an entirely pertinent query. And how does journalism prove and re- subscription to a digital news service. coverage”, “better quality reporting” or cess of crowdfunding campaigns in news prove its value? More research is needed to determine “more local news coverage”. See table 4. media indicate that consumers are willing The implications of the end of what services and how much they pay. to change the nature of their relationship scarcity are playing out in news media PAY FOR NEWS? When asked if they would pay for Along these lines, there are potentially with journalism? Is there a fundamental on a daily basis and will do so for many premium news services, such as pop- successful models in our own and other shift happening here? years yet. The fundamental shift in how Regional audiences appear disinclined to ular columnists and access to events, countries worth exploring. Among them journalism is supported and paid for will subscribe to the services of journalism. more than 60 per cent remained are hyperlocal, soft paywall sites such These questions would benefit from see to that. Of those surveyed by CoreData, about steadfast in their opposition. That, of to the Digital News Report 2019, 34 per as the Franklin Reporter and Advocate in further exploration. 14 per cent said yes, 37 per cent were not course, leaves about 40 per cent to work cent of Australians say they are willing to Somerset, New Jersey, and on a bigger There is no secret formula to halt the sure – and the rest, a little under half of on. See table 3. pay for. Nonetheless, 14 per cent of the scale the recent crowdfunding successes But it is worth noting that the recent disruption. No click of the fingers will re- those surveyed, said no. The willingness population is not an insignificant num- of The Guardian and Crinkling News in the Senate inquiry into public interest jour- to pay appears at odds with news usage: When given a list of what these ber. The questions are: how much are local market. nalism recommended two potentially Table 1 If the only way to receive news almost half of those surveyed by the CMT improved services might be, opposition they willing to pay, for what and how can far-reaching ideas: making subscrip- about you town/region (apart from the consumed local news on a daily basis, a to paying at all eased a little, falling to news media publishers best meet their The Guardian’s Wide Brown Land tions to news media a tax deduction, ABC) was to pay for it, would you? similar number on a weekly. See table 1. around 43 per cent of those surveyed. expectations? There is much to be done. campaign, for instance, raised in early and allowing not-for-profit media to % Of the groups surveyed, older Austra- See table 4. But here are a few pointers. 2018 $150,000 from readers to support gain the tax benefits of charitable 37 Not sure lians appear most willing to pay for news. % 14 Yes This is perhaps unsurprising: they haven’t This is just one survey. But it points Firstly, audiences are not uniform. The grown up in a time when the news was to some further areas of fruitful debate idea that audiences act en masse – and % Table 4 Which of the following would need to improve in order for you to be 49 No abundant and free. and exploration. There is another way could be captured for advertisers of the willing to pay for it or pay more for it? (By age group and gender) of looking at it: are such numbers so low, same product – underpinned the old <29 30-39 40-49 50-59 60+ Female Male Overall How much would But it is quite possible they have a so negative? As mentioned earlier, this business model. It may have been a fib, you be willing to pay deeper relationship with the local news survey indicates that up to 14 per cent of a benign lie that enabled journalists to The relevance of news coverage 25% 40.5% 41.3% 34.8% 32.2% 35.8% 36.5% 36.2% each month? than other groups — and more time to regional news consumers are willing to do what they did. Until the full force of Better quality of reporting 15% 40.5% 39.1% 38.7% 33.2% 33.1% 36.9% 35.3% engage with it. pay for news. digital disruption hit the news media Amount of local news coverage 29.9% 31% 38% 30.1% 25.8% 27.1% 35.4% 31.8% $ 20 industry, it had surprising stamina. Coverage of specific information 24.9% 14% 24.8% 13.5% 12.5% 14.6% 20.6% 18% These results prompt key questions: what We do have to be careful here not to Timeliness of specific coverage 15% 18.4% 23.1% 14% 15.9% 21.2% 15.3% 17.8% is news worth? How can the news media read too much into one — or two — sur- But there are multiple audiences; there I just wouldn’t pay for it 50% 42.7% 41.1% 41.1% 46.2% 44.4% 42.5% 43.4% industry “add” value to news? What would veys, and news is not, say, a video stream- always have been. The key challenges in encourage consumers to pay? See table 3. ing service like Netflix which, according the digital age are, (a), get to know them, Other – 2.4% 2.4% 4.9% 4% 1.2% 4.2% 2.9%
PAGE 12 | REGIONAL NEWS MEDIA CHAPTER 1 | PAGE 13 status (Senate Select Committee on the ing in the news publishing industry that income diversification. The evolution of As the study’s authors, Christopher REFERENCE LIST Future of Public Interest Journalism, What can be more in order to grow your digital subscriber local advertising markets and, in particu- Ali and Damian Radcliffe, write in 2017, p. ix). base, you need to focus on the passions lar, the consumer retail experience makes the executive summary, “it is incum- Australian Communications and Media Authority. (2017) “Local Content in Regional Australia trusted than a local of your readers, building loyalty through it increasingly important that local news- bent that the sector begins to change 2017 Report”. Canberra, Australia: Common- While both ideas have merit, the your journalism” (WAN-IFRA, 2017, p. papers continue to explore opportunities its own narrative” (Radcliffe and Ali, wealth of Australia (Australian Communications former idea would surely be close to the media organisation 34). The report goes on: to broaden their revenue and income 2017, p. 5). and Media Authority): 9. ultimate test of whether consumers actu- base” (Radcliffe and Ali, 2017, p. 4). Australian Competition and Consumer Commis- ally value news. providing its “There is a shift in the news publishing Outlets need to be honest with their sion. (2019) “Digital Platform Inquiry: Final Re- industry away from [audience] reach as The second point is to forget the audiences about the challenges they port”. Canberra, Australia: Australian Competition and Consumer Authority. CLOSER TO THE AUDIENCE audiences with a KPI – a model where the revenue per notion that there is a “cookie-cutter face, but they can also do more to high- user is limited to what an increasingly model for success in local journalism” light their unique successes, continued Australian Competition and Consumer Commis- sion. (2019) “Digital Platform Inquiry: Final Re- Regional news media operators are being a rich stream of challenging advertising market can yield. (Radcliffe and Ali, 2017, p. 4) as the community impact, and important port”. Canberra, Australia: Australian Competition compelled to innovate, take risks and be The emerging metrics are all about report states: news value. and Consumer Authority: 322. more relevant to the community at the relevant and building a loyal community of readers Duke J. (2019) “WIN Shuts down Five Newsrooms same time as having to cut costs, aggre- who will provide not only direct sub- “Each outlet needs to define the right as Regional Broadcasters Struggle”. Sydney gate services and generate new income engaging content? scription revenue but also generate more financial and content mix for itself. This Morning Herald. Available at: https://www.smh. streams to make up for revenue shortfalls. advertising revenue per user – as they may seem obvious, but … some editors com.au/business/companies/win-shuts-down- five-newsrooms-as-regional-broadcasters-strug- spend more time on trusted news sites” whose papers are part of larger groups gle-20190619-p51zdz.html. Increasingly, they are boxed in: a 30 These observations and elements are (WAN-IFRA, 2017, p. 35). were critical of corporate attempts Ferguson K, King R and Thackray L. (2019) “WIN per cent staff cut in a newsroom of three not startling. Being ‘embedded’ is a more to create templates – and News to Cut Four Commercial TV Newsrooms in people immediately changes what can evocative way of saying that local report- What can be more trusted than a local standardise approaches Orange, Wagga Wagga, Albury and Bundaberg”. and can’t be covered. Forget the courts? ers, editors and producers live and work media organisation providing its audi- – that remove oppor- ABC News. Available at: https://www.abc.net.au/ news/2019-06-20/win-news-job-cuts-in-regional- Don’t do every council meeting? Do in the communities they report on and ences with a rich stream of relevant and tunities for local flexibility” nsw-and-queensland/11226820. audiences notice when they are given less this may indeed affect how and what they engaging content? The challenge, then, is (Radcliffe and Ali, 2017, p. 5). Hanusch F. (2014) “A Different Breed Altogether?” and either charged the same or more? Of report. Being inclined to advocate for how to reap this “loyalty bonus” – within Journalism Studies 16(6): 816-833. course. local causes is, again, not a remarkable the economic, societal and demograph- Finally, the Tow Center Malone U. (2018) “Crinkling, Australia’s only news- concept. ic constraints common across regional suggests, there are reasons to be paper for children to close despite fundraising Yet regional and local community Australia. optimistic. Local newspapers, sites push”. ABC News. Available at: https://www.abc. media have many advantages not always New or not, these are powerful and stations can and do provide net.au/news/2018-01-16/crinkling-australias-on- enjoyed by their city counterparts. As ingredients. Later in this report we seek to draw “exclusive content”. They are closer ly-newspaper-for-children-to-close/9334084. scholarly studies show, regional media ful- lessons from the experience overseas. to their audiences than, say, their city Radcliffe D and Ali C. (2017) Local News in a fils functions beyond the simple provision Even allowing for the fact that audienc- Here it is worth noting the report by the counterparts. Being close may equate Digital World: Small-Market Newspapers in the Digital Age. New York, US: University of Colum- of information: it is often a focal point es are increasingly fractured and overall Tow Center for Digital Journalism at Co- with being resilient. bia, Tow Center for Digital Journalism. for community connection, cohesion and less inclined to trust journalists, is there lumbia University into the state of small Rosen J. (1997) Introduction: “We’ll Have That education. an opportunity to use the combination circulation newspapers (below 50,000) in We are naturally wary of thinking Conversation: Journalism and Democracy in the of proximity, relevance and advocacy to the US (Radcliffe and Ali, 2017). Three that what happens elsewhere can Thought of James W. Carey”. James Carey: A Furthermore, regional or rural news- build a more sustainable model? of its key findings stand out for the cur- apply to Australia. That is why we Do audiences Critical Reader, edited by Eve Stryker Munson rooms are more likely than their city rent debate in Australia: strongly support further work on the and Catherine A Warren, NED - New edition ed., University of Minnesota Press: 191–206. counterparts to produce local news, be We see much hope in the nature of local market on several fronts. But notice when they close to the audience, support advocacy the relationship between audiences and Small-market newspapers are ex- there is little doubt that many of the Senate Select Committee on the Future of Public Interest Journalism, Parliament of Australia. and community togetherness over disunity. journalists in the regions. perimenting with multiple means for challenges brought forth by digital are given less and (2017) Future of Public Interest Journalism: ix generating revenue, including paywalls, disruption are universal, at least in Wallbank P. (2018) “Crikey successfully completes As Australian scholar Folker Hanusch A couple of years ago, the World Press increasing the cost of print subscriptions, pluralistic democracies. either charged the journalism crowdfunding campaign”. Mum- argues, country journalists have long Trends report described customer loyalty the creation of spin-off media service brella. Available at: https://mumbrella.com.au/ laid claim to being a “different breed as the new key performance indicator. companies, sponsored content, member- It is certainly true that the final key crikey-successfully-completes-journalism-crowd- same or more? funding-campaign-510354. altogether” (Hanusch, 2014, p. 829) and The report, published by the World ship programs and live events. finding of the Tow Center’s study rings elements of this description still ring true Association of Newspapers and News across the Pacific: The newspaper WAN-IFRA World Association of News Publishers. as they continue to be embedded in the Publishers (known as WAN-IFRA) states, The report says: industry needs to change the “doom and Of course (2017) World Press Trends 2017. community they report on. “There is now an increasing understand- “Financial survival is dependent on gloom” narrative that surrounds it. PAGE 14 | REGIONAL NEWS MEDIA CHAPTER 2 | PAGE 15 CHAPTER 2
regions with a population of 100,000 expected digital advertising to be Which of the following best people or more. More than three in their main source of revenue in five describes your news organisation? four employed fewer than 20 people. years’ time. Only 8 per cent cited (%) (Fig 1) digital subscriptions. n Print advertising dominates revenue. Independent SME serving 40 a number of regional 33.3 n But they are not expecting growth Four out of five of those surveyed or rural areas 36 in advertising revenue. cited print advertising as their primary 40 Part of a bigger state or 33.3 source of revenue. Cover price and Close to one in three (32 per cent) national organisation based 36 digital subscriptions were next. expected advertising revenue to in a regional or rural area fall over the next five years. Two in 10 n Print plus digital the preferred delivery. Independent SME serving 20 five (40 per cent) said it would stay a single regional area 16 insights The vast majority (84 per cent) said about the same. Less than three they used print and digital to deliver in 10 (28 per cent) predicted an 10 from regional editors and publishers Independent SME serving 6.7 news. Only one in six had deployed a increase. a single regional area 8
digital-only approach. SA n Staffing cited as biggest constraint. Other 6.7 Vic Overall n Facebook: an opportunity and a threat. An insufficient number of reporters 4 Facebook increased audience reach but was considered the most important was also considered the main revenue constraint on news coverage. The sec- Three in five respondents (60 per cent) competitor for regional newspapers. ond: a lack of production staff. describe their news organisation as an INTRODUCTION are, perhaps, understandable Top three competitors: Facebook (48 independent small to medium enterprise. given the general state of the news per cent), rival local newspapers (40 ABOUT THE BUSINESS his chapter provides an insight media industry. These are challenging per cent) and local TV (36 per cent). This raises an interesting question: do into the issues and challenges times. But who is to say, with any surety, The publishers and editors were asked local news leaders equate their business faced by senior editors and the other 30 per cent are wrong and n Print to remain revenue mainstay. to describe their business, its scale, reach to other non-news SMEs in the com- publishers of regional news revenues aren’t on the up? Or, though editors and publishers in South Aus- Only one in five (20 per cent) and history. munity — and if so, does that give these sites, both print and digital. It falling, the revenue drop may be more tralia and Victoria; and follow-up inter- news organisations a greater chance Tis neither a national barometer nor a modest and less prolonged than expect- views. There were 25 valid complete of survival? We touch on some of the Table 1 Gender SA Vic Overall comprehensive survey. It is a snapshot. ed? As we discuss later in this report, responses to the online survey: 10 from relevant research in the conclusion in Female 20% 33.3% 28% Its usefulness rests in the depth of regional news media is highly valued by South Australia; and 15 from Victo- this chapter and later in the report, the questions and replies: it is rare for its customers and as, this opinion survey ria. CoreData then conducted three Male 80% 66.7% 72% especially chapter 3. regional editors and publishers to be indicates, local news leaders see their qualitative one-on-one follow-up phone Age (banded) SA Vic Overall asked for so many details about their business as community-focused small to interviews: two in South Australia and 29 years and below 10% – 4% Not all those surveyed were solely business, how they service their audi- medium enterprises (SMEs). They are, one in Victoria. Though this is a small local. Close to two in five (36 per ence, how/where they make money in short, of and largely for, the com- sample size, it accounts for a significant 30-39 years old 10% 6.7% 8% cent) described their publication as — and what they see in the future. We munity. One of the challenges ahead is proportion of editors/publishers in 40-49 years old 50% 60% 56% part of a bigger state or national discuss some take-outs in the conclu- how best to turn that appreciation and South Australia and Victoria. As such, 50-59 years old 20% 26.7% 24% company based in a regional or rural sion of this chapter and across the positioning into sustainable businesses. we have chosen to use percentages to area. But they have been part of 60 years and older 10% 6.7% 8% report. convey the results. the community for a while: the vast METHODOLOGY Age (Generation band) SA Vic Overall majority (84 per cent) of respondents It is fair to say this survey ends on a SUMMARY Generation Y & Z <38 years old 20% 6.7% 12% said their news organisation had been note of pessimism in relation to the out- The research was carried out by Generation X (39-53 yo) 70% 66.7% 68% in operation for 20 years or more; look on revenues: over 70 per cent of CoreData and took a mixed methods n Modest in size, ambitious in reach. two in three (64 per cent) had been Baby Boomers (53-73 yo) 10% 26.7% 20% those surveyed expected it to either de- approach. It comprised two parts: More than half of respondents said around for 50 years or more. In crease or stay the same. Such sentiments an online survey with regional news their news organisation serviced Pre-Boomers (74 years and older) – – – other words, they have deep roots. At 48% Facebook was the most commonly cited competitor outranking rival local newspapers and TV PAGE 16 | REGIONAL NEWS MEDIA CHAPTER 2 | PAGE 17
Including yourself, how many tions does not appear to translate into regional news consumers: the lack of a Research by Which digital platforms people (reporters and others) work subscriptions: on average, the regional reliable internet connection. The ques- do you use? (%) (Fig 7) at your news organisation? (%) (Fig 2) news organisations surveyed had 4,396 tion, not-yet fully answered, is whether commercial companies 100 paid subscribers. the transition to digital-only is a viable Social media 87 I’m a sole 6.7 and reliable option from an infrastructure and academics indicate 92 operator 4 DELIVERING THE NEWS point of view? 90 10 Website 80 20 Fewer than 5 that the regional news 84 16 This section explores how the news is The transition to digital is also linked 40 30 delivered, the types of news produced to revenues. These are small businesses, Mobile app 5 to 9 13.3 media is highly valued 27 20 and how frequently websites are updated. as figure 4 indicates. As with most small 32
40 It also summarises the annual turnover of businesses, there is not a lot of spare cash by its customers 10 33.3 Interactive 10 to 19 the respondents. around for the transition to digital. More Regional publishers appear to be 27 36 PDF 20 than three in four respondents (76 per caught in the same dilemma that once 10 10 20 to 49 13.3 What delivery channels do you use cent) said their news organisation made deeply afflicted (and still does, to varying What do you expect to be your main 12 Tablet 20 % Yes for your news services? (%) (Fig 3) less than $5 million annual revenue. Just degrees) their metropolitan counterparts: source of revenue in five years? 16 Multiple answers allowed 10 SA (%) (Fig 6) SA 50 or more 13.3 Vic less than one in four made more. the need to fish where the fish are. Print 10 Vic 12 Overall SA Other 7 20 advertising remains the dominant source 80 Overall Vic 8 Digital Overall What is your approximate annual of revenue. Four in five respondents (80 Advertising only 13.3 revenue 53.3 The data supports the view that local revenue from all sources? (%) (Fig 4) per cent) considered print as the primary print 16 64 news organisations think of themselves revenue source closely followed by cover Social media and websites were by far as SMEs. One in eight (12 per cent) 20 price (60 per cent) – and then digital 10 the most used digital platforms among say their news company employs 20 to 80 Less than 33.3 subscriptions (15 per cent). Advertising 26.7 news organisations (92 per cent and $1 million 49 people, while the same proportion Print 28 revenue 84 per cent respectively) among those digital 20 and 87 What is your main/secondary employs 50 or more people. More than digital 20 surveyed, though interestingly, some still $1 million to 84 13.3 source of revenue? (%) (Fig 5) three in four (76 per cent) respondents <$2 million 6.7 used an interactive PDF. The modest 16 Digital say their news organisation employs subscriptions 4 use of mobile apps — at only a third fewer than 20 people. Digital news is very much part of the Circulation 70 —may indicate that many regional $2 million to 40 Cover price 20 landscape, but there remains a loyal <$5 million 26.7 (Print) 40 10 publishers are struggling to find the 32 SA The workforce may be modest, but and still dominant liking for the printed Digital 20 Other 13.3 funds for digital transformation. That subscriptions Vic they have reach. The vast majority product. The majority (84 per cent) of 10 6.7 Overall said, they are very much aware of the $5 million to 12 12 13.3 (84 per cent) of respondents said they respondents said their news organisation <$20 million importance of social media to drive 12 MAIN SECONDARY serviced a population of at least 20,000 used print and digital to deliver the news website traffic. Print & digital 13.3 SA 10 Subscriptions 8 people. More than half (56 per cent) had — and only one in six (16 per cent) used $20 million Vic The reliance on print advertising is 13.3 or more Overall a target population of 100,000 or more a digital-only approach. This may well Advertising 80 expected to continue. Close to two in Apart from direct visits by readers, 12 people. However, serving large popula- reflect an ongoing and evolving issue for revenue 80 6.7 three respondents (64 per cent) said Facebook (71 per cent) and Google (Print) 80 4 they expected print to be the main Search (67 per cent) were the major Advertising 10 WHAT THEY SAY Technology (and the consumption thereof) revenue 13.3 6.7 source of revenue in five years. Only sources of website traffic for news Facebook is a major digital component has changed the content itself (Digital) 12 4 one in five (20 per cent) of those organisations. Google News, Twitter “Facebook is a big driver of growth, but yeah, “We are digital first which is very much the website, not so much.” 10 10 surveyed believed digital advertising (both 24 per cent) and Apple News a pre-emptive idea of what we publish. Other 6.7 SA 46.7 Vic would replace print as the main reve- (19 per cent) were also significant “Facebook users particularly are important ... We publish for an online audience definitely 8 Overall 32 65% of our audience is through Facebook.” as a priority to our print product.” nue. Only eight per cent cited digital sources of website traffic. subscriptions; a result which would Only one in eight (12 per cent) cited appear to put them out of step with When it comes to updating websites, Technology has allowed regional digital advertising as a primary source of many city-based publishers. This is the typical practice of those surveyed was Technology adoption has improved efficiency stories to receive a national spotlight revenue and only five per cent saw digital not to say that regional news leaders once or twice day, though more than a “Their abilities to adopt new technologies “This kind of change has kind of given those teams advertising as a secondary source. There ignore digital capacities. They use third did so less than once a day. In print, and rethink the way they do things has been a focus that the best stories from their region, could appears to be little prospect of short-term social media and web applications to of those surveyed, 71 per cent said they extraordinary given how rapid the change is reach a national audience. And so, the stories that and how disruptive the change has been.” they’re telling can be part of the national conversation.” change in this outlook. deliver the news, as figure 7 shows. published once a week. PAGE 18 | REGIONAL NEWS MEDIA CHAPTER 2 | PAGE 19
On average, how often do you Close to three in 10 (29 per cent) said than half (56 per cent) cited local radio, Interestingly, one in five respondents Which of the following best Regional news consumers in Victoria update your website? (%) (Fig 8) they published on social media every around two in five digital or free print said the local ABC radio and metro- describes how your newsroom and South Australia are, according to hour. One in four said once a day, and competitors (44 per cent and 40 per cent politan newspapers were competitors resources have changed over the those surveyed, most interested in local Every 9 SA 5 minutes 5 Vic only one in six said they published less respectively). About one in three had a (both 20 per cent), while close to one past five years? (%) (Fig 12) people and events, local government Overall than once day. paid print or TV competitor. But the in six (16 per cent) considered the ABC affairs and sport, both news and results, 20 SA Increased by Every 9 Vic real battle is for audience. websites and local commercial radio 20% to 49% see figure 13. Accordingly, these areas are 15 minutes Overall 5 One of the key goals of the survey — stations as such. Australia’s two national 8 given most resources and areas consid- 13 Which of the following would you and proposed further work by the CMT newspapers, The Australian and the Aus- 10 ered of the lowest importance to readers Every hour in regional areas — was to understand regard as a competitor, in terms tralian Financial Review, were not seen as Increased by — business news, crime and national 5 less than 20% the news media ecosystem in regional of competition for audience and competitors by the sampled group. Only 4 politics — the least. This survey did 25 Australia. This survey is a snapshot from revenue? (%) (Fig 11) 8 per cent classified them as competitors, 30 not ask regional news consumers their Twice a day 36 About 32 country Victoria and South Australia, but whether print or print plus digital. the same 60 preferences; to what extent are readers it opens a window. 60 48 and news leaders aligned is an interesting 25 Facebook 40 48 This result points to the competitive topic for further study. Once a day 9 Decreased by 40 16 We explored in the survey two sets 20 advantage enjoyed by regional local news less than 20% 20 Rival local 53 28 Which of the following areas 38 of competitors: local, as in other newspaper 40 media; they are not in direct competition Less than 36 locally based news media; and a more for stories or consumers with national have the greatest allocation of your once a day 40 37 Decreased by 20 diverse range, including social media Local TV 33 publications. The locals cover the “nitty 20% to 49% editorial resources? Please rank 12 giants, such as Facebook. The next 36 gritty” of what is happening in the com- the top three, where one is the Where they exist, mobile apps are two tables, figures 10 and 11, indicate 30 munity and what matters to the commu- The majority of those surveyed had not area with the greatest allocation. Local 13 typically either updated quite frequent- the extent of news services in regional ABC Radio 20 nity; the nationals have the “big picture”. seen an increase in newsroom resources (%) (Fig 13)
ly or quite infrequently. There is not Australia. It is, perhaps, larger than Metropoitan 10 In conversation with regional editors and over the past five years. Most said that much of a middle ground. Half (50 expected. newspaper 27 publishers, two other concerns emerged: resources had either stayed about the Local 9.5 (print/digital) 20 per cent) of respondents updated every the capacity of low wage growth to same or been reduced. Together, those government 4.7 aairs 6.6 20 five minutes; the other half said less Do you have direct impact on consumer spending (and thus responses represented almost 90 percent 3.2 ABC websites 13 Sports news 4.0 local competitor(s)? (%) (Fig 10) 16 than once a day. advertising) and the changing pattern of of those surveyed. (incl. results) 3.6 Local 20 news consumption among younger, more 2.5 People and 50 commercial 13 4.2 By way of contrast, and underscor- tech savvy consumers. There is a fear When asked to explain why newsroom social events Yes, radio 60 radio 16 3.5 ing the importance of social platforms, 56 that this cohort may be lost to traditional resources are under such pressure, those 10 0.7 respondents appeared to be using social Google 13 publishers. It is fair to say that regional surveyed held out several reasons, chiefly Advertisements 2.6 media on a regular basis. 40 12 editors and publishers are not alone in outsourcing of both editorial and sales (incl. classifieds) 1.8 Yes, digital 47 State and 2.5 44 National 10 having such concerns. functions and cost-cutting as a result 1.4 newspapers 7 national On average, how often do you of moving to online delivery. It is also politics 1.8 30 (print/digital) 8 1.4 publish on social media? (%) (Fig 9) 47 EDITORIAL RESOURCES clear that declining revenues, in both Yes, print National 10 Business (free) 0.7 40 newspapers 7 AND COVERAGE classified and display advertisements, has news Every 7 SA 1.0 five Vic (print) 8 minutes Overall 4 20 had an impact. As one of the interview 0.7 Crime 0.9 Yes, print 47 As mentioned above, most of the news subjects said, ‘online advertisements and 0.8 30 (paid) 36 In terms of competition for audience companies surveyed had relatively few commensurate digital revenue (are) not Every 0.4 hour 29 30 and revenue, at 48 per cent Facebook employees, typically less than twenty keeping pace’ with the decline in print Weather 29 0.1 Yes, TV 33 was the most commonly cited com- people. This section explores in greater revenues. 32 0.4 SA 20 petitor, out-ranking rival local news- depth the provision of editorial resources Other 2.6 Vic Twice 1.7 Overall a day 29 No, I’m the 20 SA papers (40 per cent), and local TV (36 and views about what topics matter to re- On the flip side, those surveyed 25 only game 13 Vic per cent). This result re-enforces the gional news consumers. The newsrooms were asked about what had caused an in town 16 Overall 20 concern that Facebook can be both a surveyed typically had between five and increase in editorial spending. Only three Respondents were asked about what Once a day 29 friend and an enemy: a ‘frenemy’. It nine reporters and were consistently seeking respondents said that an actual increase resourcing issues affected news coverage. 25 The vast majority (84 per cent) of is vital to delivering audiences to news efficiencies. To risk stating the obvious, this had happened: it had been the result of Almost half (48 per cent) said too few respondents considered they had at content; it is even better at monetising latter point very much aligns regional and increased revenue from circulation and/ reporters, and close to a quarter (24 per Less 30 than least one direct local competitor. More that content for its own gain. city news media. or subscribers. cent) said too few production staff. once 7 a day 17 PAGE 20 | REGIONAL NEWS MEDIA CHAPTER 2 | PAGE 21
The final two questions in this section LOOKING AHEAD Which of the following best with cash; their fortunes have always the overall percentage for smaller towns asked respondents to consider chang- describes how you think your been tied to that of their community, and rural areas was five percentage es over the past five years: in terms of Growing audiences (figure 15) and advertising revenues will change town and region. points higher than the national average. audience reach and advertising revenue. revenues (figure 16) remain a challenge, over the next five years? (%) (Fig16) Results for audience reach were mixed. according to those surveyed. Close to Now broader, perhaps less understood ACMA research conducted by 10 One in three (36 per cent, table not one in four respondents (24 per cent) Increase by 7 forces (and often less transparent) are at Newspoll in 2013 and 2016 (cited in shown), considered reach, including via expected audience reach to decrease over 50% or more 8 work, many of them driven by techno- ACMA, 2017) likewise found that lo- social media and internet, had fallen the next five years. Close to one in three logical disruption, all of them requiring cal news was highly valued in regional Increase by 7 over the period, about 20 per cent said (32 per cent) said it would stay about 20% to 49% adjustment. Australia. Nevertheless, it is worth it had stayed the same and 44 per cent the same. Only two in five (44 per cent) 4 noting that while the overall percent- REFERENCE LIST said it had increased. It is difficult to read predicted a rise. Judging from this survey, there is an age remained high in both surveys a pattern from these results, especially Increase by 27 appetite to meet these challenges in there was a key difference between the ACMA. (2017) Local content in regional Australia: less than 20% 16 2017 report, Canberra, Australia: Australian given the prevalence of social media When it comes to advertising revenue, the regional news media industry. The two samples. Communications and Media Authority,
portantly this is true also for young adults Overall, the research shows that com- local news functions has meant “reducing who are forming their media habits: munities appreciate their local reporting commitment to some categories of con- by local reporters but they also see room tent (eg, court and local council report- “I kind of feel like – and I talk like I’m for improvement, with most suggestions ing)” (Department for Digital Culture old or something – but the older you get, calling for less negativity, more skill-de- Media and Sport, 2018, p. 57). Karlsson you kind of realise that the local stuff is velopment opportunities and resources (Karlsson, 2016) conducted a long-term We’re not alone what’s actually important and affecting for local journalists, and greater use content analysis of online newspapers in you more than what you see on CNN. … of the local community as a source of both the UK and Sweden with random I think it’s nice to know what’s going on content. This issue of skills development front-page samples from 2002, 2007 and in your backyard (Bowling Green, Ken- and access to resources is particularly 2012, including regional papers, and tucky; 18–29-year-olds)” (Brown, Wenzel important when considering the next found a loss of political reporting and far and Roca-Sales, 2017, p. 24). major function of regional news – that of more lifestyle reporting. a local watchdog. Andrea Wenzel points out the com- In case-study research of a regional munity-building role of local media in LOCAL WATCHDOGS AND UNIQUE town in Denmark, Nielsen found “most an increasingly polarised US society. REGIONAL RESEARCHERS of the many stories about local politics Wenzel’s work in Iowa found that, par- produced by the local paper never ticularly in rural areas, national media Local news outlets are crucial sources of appear anywhere else” (Nielsen, 2016, was distrusted in relation to local media original research. As noted by researcher p. 67). However, this was not necessarily the overseas experience because it was seen as more opinion- Christopher Ali “political economists recognised by the people of the town. ated. Furthermore, that the national of media call the abandonment of Of 1,450 representative respondents journalists were not seen as “fair or re- high-quality investigative local journalism who were surveyed, the researchers spectful of their local cultures … While by commercial news organizations a mar- found a declining importance for these feelings were voiced most strongly ket failure” (Ali, 2016, p. 107). In the US, print, with only 32 per cent rating it as on the right, the belief that reporters James Hamilton (Hamilton, 2016) has important or very important, compared relied on stereotypical frames cut across highlighted the instrumental role of local to 55 per cent for regional TV and 45 eo Tolstoy once wrote, “hap- needed for online news, and the rise of Also in Denmark, researcher party lines” (Wenzel, 2018, p. 12). newspapers in exposing the implementa- per cent for weekly freesheets (Niel- py families are all alike; every hyperlocals. Malene Paulsen Lie asked interviewees tion – and lack of implementation – of sen, 2015). Young people in particular unhappy family is unhappy in to describe the “importance of the The “Report for America” project is federal policies in the field. “Their FOIAs did not consider the local daily paper its own way”. The same may REGIONAL MEDIA BUILDS press to them personally” and found attempting to address the regional feeling [Freedom of Information Act requests] important. However, that attitude did be true for regional news with CIVIC COMMUNITY that it was mostly to get an overview of abandonment by metro press. Howev- to federal agencies may involve a local not take into account the diversity of Leach national market presenting specific of the state of the community. Lie fur- er, it is proving a difficult task. Launched problem, but the local story can expose content produced (Nielsen, 2015, p. stresses related to the different market The importance of regional media in ther found that even though Facebook in 2017, the project has 61 fellows and patterns that apply to other localities” 61-67). Nielsen argues local newspapers dynamics. However, there is also no community building has been highlighted was a more efficient use of media operates in partnership with some 50 (Hamilton, 2016, p. 168). His analysis of should be characterised as “keystone” doubt that some key trends are emerg- by Australian media academics, and the when it came to organising voluntary news outlets across 28 states and Puerto the pattern of FOIAs from 2005-10 also media in the same way that there are ing internationally. This chapter aims to international literature is no different. activities, the local paper was still used Rico, and received startup funding from showed that local papers played a partic- “keystone species” in biology. The point home in on a few of those key trends. In 2016, Nielsen found focus group par- to make sure the wider local commu- Google among others. Yet, recent case ularly large role in scrutinising depart- here is that “Keystone media are char- The goal is to find some lessons that ticipants and interviewees in Denmark nity was aware that those events were studies highlight that gaining traction will ments which received less scrutiny from acterised by their systemic importance, may translate to building blocks for describing the local paper as “our paper”. taking place (Lie, 2018). take more than resources. It will take time other sources (Hamilton, 2016, p. 170). their importance not for the majority successful (read happy) news environ- Nielsen points out that this view does not and personal relationships. The project’s of users, but for the wider information ments. We set the scene by looking at inscribe uncritical support for the paper US qualitative research across metro- reporters are being confronted with the The loss of investigative reporting is environment they live in” [original international consensus on what region- as there were often criticisms of perfor- politan and regional cities (San Francisco, lack of trust of mainstream, and larger, one issue, the loss of journalism of record italics] (p. 54). al media offers and what could be lost mance but it “valorizes” the newspaper NY, Bowling Green and Elkhart) found regional news providers, which exists in is another. The Overview of Recent Nielsen’s argument receives support and then look at two key developments as an important part of the local commu- interest in local news has a clear connec- the local communities they are targeting Dynamics in the UK Press Market noted from other studies. One study in the US impacting regional media – the scale nity’ (Nielsen, 2016, p. 845). tion to social and civic dimensions – im- (Wenzel et al, 2019). the consolidation, closure and hubbing of used longitudinal data to link citizen Focus group participants and interviewees in Denmark describe the local paper as ‘our paper’ PAGE 24 | REGIONAL NEWS MEDIA CHAPTER 3 | PAGE 25
engagement data to the deterioration media” (Hindman, 2007, p. 338). Further Twitter as best for local news (Brown, tralia have focused on community cohe- By June 2013, of the 632 hyperlocal web- level” (O’Shea, 2019, p. 341) and more of local news media. Tracking the same research confirmed the digital audience Wenzel and Roca-Sales, 2017). sion. It has been observed that “There sites listed on the OpenlyLocal database, would have been carried out but for individuals over time and simultaneously of regional papers remains tiny, with is no doubt that while human interest only 496 were actively operating in the resource restraints. measuring changes in media content in metro papers taking most of the digital In Canada, too, two thirds of 1,500 news has a future in rural communities, UK (Barnett and Townend, 2015). their communities reveals that reduc- eyeballs (Hindman, 2015). adults surveyed agreed that online news hard news reporting and the future of This leads the authors to conclude that tions in citizens’ political knowledge and “tends to be less rooted in and covers newspapers are at risk while these sourc- From 5 December 2013 to 24 February BBC resources could be used to support participation follow declines in coverage As distribution channels multiply, this less news about the local community”, es [hyperlocals] are viable for human 2014, Barnett and Townend conducted hyperlocal sites, or there could be a about congressional elections (Hayes and only compounds the problems smaller while a majority (52 per cent) disagreed interest stories” (O’Shea, 2019, p. 59). a survey of hyperlocal sites receiving 183 central organisation which would help Lawless, 2018). players face. The larger the organi- with the proposition that nothing would responses. They found the key content with specifically democratic functions, for sation the more likely it is that it can change for them if online replaced With larger populations and a longer was community-based events 93.6% and example with Freedom of Information Another study in the US looked at the invest in tailoring its content for the vast newspapers and local TV (Public Policy history hyperlocals are in a slightly dif- that many of the survey respondents requests. relationship between loss of newspa- array of online distribution channels. Forum, 2017). ferent situation in the US and UK but were uncomfortable with the notion of pers and local government efficiency. It The investment required is substantial. concerns about their viability remain, themselves as journalists (Barnett and Writing in the Swedish context, where found a link to between poorer financial Even significant regional metropolitan Qualitative academic research with both economically in their capacity to Townend, 2015, p. 344). hyperlocals also have a strong presence, outcomes for local government, in par- mastheads such as the Los Angeles Times self-identified local online news consum- survive, and socially in their ability to researchers similarly highlight that ticular in relation to borrowing costs, and and Chicago Tribune have struggled to ers, using data from six focus groups deliver watchdog journalism. In the although “hyperlocal media has repeat- reduced scrutiny by local journalists. This post on multiple distribution platforms across three communities in the US, UK and the US, by the mid-2000s a edly been framed as a potential saviour link was not related to any other underly- (Rashidian et al, 2018). found consumers believing there was proliferation of hyperlocal websites of local journalism” (Stúr, Jangdal and ing economic condition for the region, the enough local news out there in the on- had emerged and were followed by Nilsson, 2018, p. 87), they are in a vul- study found (Gao, Lee and Murphy, 2019). Market overview research in the U.K line space but the responsibility (some- academic, corporate and government nerable economic position which among from the Department for Digital Culture times described as a burden) of finding interest. Digital platforms provided other points makes them vulnerable Now that we know what’s at stake, Media and Sport (Dept. for DCMS, 2018) that news wasn’t easy to fulfil (McCol- information-gathering tools and to the influence of free content via here are two key issues crying out for similarly found local and regional press lough, Crowell and Napoli, 2017). publishing and distribution chan- PR departments (Stúr, Jangdal and attention. were the entities most in trouble due to nels that enabled hyperlocals to Nilsson, 2018). their lack of size hampering their ability THE HYPERLOCAL EXCEPTION? flourish, with some existing solely LOCAL DOESN’T to generate profitable income online. on social media. However, despite Another concern is raised by Niel- DO WELL ON DIGITAL This was further compounded by the There is evidence that hyperlocal media initial optimism both the UK and sen. In his Danish regional city case- “low propensity [of consumers] to pay is emerging around regional Australia. US have seen prominent news study, he found a puzzling dearth of Research indicates that local news titles for news online” (Dept. for DCMS, 2018, This includes examples from the case investments in hyperlocal sites fail. hyperlocal attempts: often struggle in digital environments p. 58). studies in the Australian Communication due to scale. They lack the audience size Media Authority’s research on regional There are also concerns that Despite high levels of internet use and and reach of larger competitors; their To return to the focus group re- news (ACMA, 2017) and the evidence of hyperlocals do not suit every commu- the generally high levels of participation owners have less financial capacity to search in metropolitan and regional Facebook groups monitoring local coun- nity/market environment. Hindman in civic associations in Denmark, no experiment with multiple online distri- US cities, researchers found “whether cils discussed in the ALGA-PIJI survey. argues: “hyperlocals have found hyperlocal or citizen journalism sites have bution channels. The former problem explicitly or implicitly, participants of- There are also well-known pioneering the most traction in the affluent, emerged in the community, and bulletin was noted over a decade ago. In 2007 ten framed platforms as environments titles which are successfully running social-capital rich communities that boards with a local focus have very low in the US, Hindman analysed audience where local news was subjugated to on community support and upholding need them least. Employing a few Nevertheless, just over four out of 10 levels of activity (Nielsen, 2015, p. 52). concentration among top 100 radio national/international news” even a watchdog ethos; the exemplar here reporters in Minneapolis or West respondents to the hyperlocal survey said stations, magazines and newspapers and though they followed people from being The Terrier by Carol Altmann in Seattle or New Haven is great. But they had carried out an investigation This suggests that some cultures, or audience concentration for the top 100 their local area. They described plat- Warrnambool, Victoria (https://www. the same model has failed in many in the last two years (N = 154), with an sub-cultures, are less willing to embrace English-language websites. forms’ “weakness at reliably surfacing the-terrier.com.au/). other places, even when the jour- average of six for each one (N = 55). The citizen journalism attempts. In the US local news” and an ongoing reliance nalism produced was high quality” authors state: “There was a wide range for example, given the strong critiques He found that online you need size on legacy media for local news (Dept. However, terrier like qualities are the (Hindman, 2015, p. 6). of examples, but virtually all of them of the existing media environment to survive and “online content is more for DCMS, 2018, p. 27) although, of exception rather than the rule. Offline The UK has seen a proliferation of hy- qualify as good illustrations of watchdog McCollough and Crowell (McCollough, concentrated than content in traditional the digital platforms, they described and online hyperlocals in regional Aus- perlocals start, and also cease, operation. or accountability journalism at the local Crowell and Napoli, 2017) were simi- You realise the local stuff is what’s important and affecting you more than what’s on CNN PAGE 26 | REGIONAL NEWS MEDIA CHAPTER 3 | PAGE 27
larly surprised by the lack of appetite n 150 journalists funded by the BBC The first 143 full-time journalists REFERENCES for community journalism, including and employed by a range of qualify- and two part-time journalists have Where news ACMA. (2017) Local content in regional Australia: Karlsson M B. (2016) “Goodbye politics, hello on the part of focus-group participants ing news organisations to cover local been named and contracted by around 2017 report, Canberra, Australia: Australian lifestyle: Changing news topics in tabloid, quality who were currently marginalised by the authorities and public services; the 60 news organisations in England, Communications and Media Authority,
tum and quality of reporting follows. TABLE 2. To the best of your knowledge, has the amount of local news avail- Responses indicated sharply declining Media is likely to become more Untrained reporters are less confident able from all media to residents of your local government area increased, levels of local news. This varied between partisan and selective and increasingly when dealing with controversial issues, declined or stayed about the same over the last five years? n = 116. metropolitan and rural and regional controlled and manipulated by those who and more easily used by campaigners and categories. have the skills and interest to do so. This institutions. Public relations content and Metro % Regional % Total % is likely to lead to less social cohesion. propaganda from activists and lobbyists is Significant decline 12 31 20 26 32 28 Responses from metropolitan Local often published without independent ver- Government Associations (LGAs) sug- Without adequate local news and ification. Effectively, journalists become Some decline 14 37 15 19 29 25 gested a decline in the amount of local information, accountability of local news takers, rather than news makers. About the same 8 21 24 31 32 28 news (68 per cent), while slightly less institutions is reduced, individual than half said the same in regional and citizens are disempowered, and power Local communities are adjusting Some increase 3 8 11 14 14 12 rural areas (45 per cent) and 31 per cent transfers to those with the ability ABOUT THE AUTHORS to these changes. Often, community Significant increase 0 0 5 6 5 4 said that things were about the same, and motivation to manipulate public groups and institutions, including police see table 2. opinion. The Public Interest Journalism Initiative is and local governments, are using social Unsure 1 3 3 4 4 3 an NGO seeking to catalyse public concern media and websites to produce their own Total 38 78 116 If we look at the basic news media about the state of public interest journalism content, partly in response to the decline function of reporting on local govern- and to help shape the policies and actions in journalism. This material is then often ment, about a third of LGAs reported needed to sustain it. used by journalists in traditional media, in accountability for interest groups and conducted a survey of media managers that no journalists attended local gov- as a substitute for independent news institutions. Media is likely to become employed by local governments in an ernment meetings. See table 3. Margaret Simons, an associate gathering. more partisan and selective, and increas- attempt to better understand the state professor of journalism at Monash ingly controlled and manipulated by of local journalism across Australia, Although the figures suggest University, is a board member of the In this way, emerging journalistic those who have the skills and interest to and how declines are impacting the that some journalists follow up PIJI. deficits can be partly filled by the other do so. This, in turn, is likely to lead to important function of reporting on local without attending the meeting, institutions of society using social media less social cohesion. government. the indications are that a large Gary Dickson is a research assis- and their websites to publish. part of local government business tant employed by PIJI. More detail at NEW DATA FROM A low (but still representative) goes entirely unscrutinised and https://piji.com.au/ However, these case studies also drew ALGA-PIJI SURVEY response rate, plus other factors, unreported. attention to the things that mainstream means the data should be treated with This is an edited version of an article that appeared institutional media do that are difficult, In 2019 the Public Interest Journalism caution, and interpreted at the level of CONCLUSION in the 2019 State of the Regions report released if not impossible, for other institutions Initiative, supported by the Austra- broad trends. Nevertheless it confirms in June 2019 by the Australian Local Government Association (ALGA). and individuals to accomplish. For lian Local Government Association, a worrying decline. The data collected and reviewed here example, non-mainstream players often should be of great concern. https://piji.com.au/wp-content/uploads/2019/06/ shunned or avoided issues that were TABLE 3 Please think about the regular meetings of council in your piji_alga-report.pdf sensitive or controversial – and were area. At a typical council meeting, how many journalists would attend First, the availability of local news The result of these trends is likely to naturally unlikely to draw attention to to report on the meeting? n = 114 in the regions of Australia has sharply be more fractured, vulnerable, isolated their own failings. declined over the last five years, and is and poorly informed regional com- Metro % Regional % Total % likely to decline further. The decline munities, with serious implications for In short, while some of the deficits 0 12 32 24 32 36 32 is across the board, though more both them and the democratic health emerging in local news media can 1 16 43 34 44 50 44 marked in the suburbs of metropol- of the nation. be addressed by other institutions – 2 8 22 14 18 22 19 itan regions and in some rural and broadening what might be described regional areas. The sharp deficits in local news iden- 3 0 0 4 5 4 4 as the “news ecosystem” – this is not tified here are therefore a cause of legit- a complete replacement for the func- 4 1 3 0 0 1 1 The research suggests journalistic defi- imate concern, and potentially offer the tions traditionally filled by local media. 5+ 0 0 1 1 1 1 cits result in a reduction in accountability justification for action by policy makers Journalistic deficits result in a reduction Total 37 77 114 for interest groups and institutions. to address the issue. Without adequate local news, accountability of local institutions is reduced, individual citizens are disempowered PAGE 32 | REGIONAL NEWS MEDIA CHAPTER 5 | PAGE 33 CHAPTER 5
Among the 38 countries in the survey, Australia is the only than in major cities (7 per cent). In the sample, there are more country with the postcode level data for analysis of regional women than men in regional areas (52 per cent) but more men The digital differences. This allows our report to reflect the geographic than women in the cities (51 per cent) (Figure 1). diversity of Australia and the differences in news consumption between metropolitan and regional populations. Participants’ Age and gender by region (%) (Fig 1) 51 52 postcodes are analysed based on the Australian Bureau of 48 49 Statistics (ABS) geographic classifications of major cities, inner Major cities Regional areas
region, outer region, remote and very remote areas. However, 31 29 29 28 28 because of the small number of participants from remote and 24 very remote areas, we have combined all news consumers out- side of major cities as ‘regional’. 11 news habits 7 6 7 SAMPLE CHARACTERISTICS Z Y X BB 73+ Male Female Generation (See Page 34) Gender In order to interpret the data correctly, a summary of the According to the Census, higher proportions of regional news of regional consumers Major cities Regional areas sample characteristics is provided below. consumers have lower educational attainment as well as lower income compared to those living in major cities. This difference Dr Caroline Fisher and Dr Sora Park, opportunities facing regional publishers in this period According to the 2016 Census, more than two-thirds of in income and education is reflected in the DNR Australia data. News and Media Research Centre, University of Canberra of digital disruption. Australians live in major cities. The number of people living in Less than one-third (28 per cent) of regional news consumers capital cities continues to grow at a rate of 10.5 per cent, almost have high levels of education, such as university or post-sec- METHODOLOGY twice as fast as areas outside of cities, where the rate is 5.7 per ondary qualifications. In contrast, almost half (43 per cent) of INTRODUCTION cent (Australian Bureau of Statistics, 2018). urban news consumers have attained high educational levels. The annual Digital News Report Australia About half (48 per cent) of regional news consumers were in the he Digital News Report Australia provides an annual (DNR) survey is conducted by YouGov using The demographic characteristics of the DNR annual survey lowest income bracket (under $50,000), compared to 36 per cent in-depth analysis of the state of digital news con- an online questionnaire at the end of January/ are similar to the Census because the quota is drawn from the of urban news consumers who were in the low-income group sumption in Australia. The report is produced by the beginning of February each year. The sample is 2011 and 2016 Census reports. While the data is weighted for (Figure 2). News & Media Research Centre at the University of drawn from a panel of more than 70,000 online age, gender, education and state and territory populations, Canberra and is part of a global research project in- Australians aged 18 and above. The final sample it is not weighted by postcode. This can lead to fluctuations These underlying demographic differences between news Tvolving 38 countries co-ordinated by the Reuters Institute for each year includes 2,000+ participants and reflects in the size of the regional and major city cohorts. Despite consumers in major cities and regional areas help explain why the Study of Journalism at the University of Oxford. It is the the population that has access to the Internet. this, the proportion of respondents from major cities and there is an urban-rural gap in news consumption behaviours only independent and academically rigorous study of its To be included, respondents must have regional areas is similar to the ABS Census population and attitudes, such as paying for news, trust in news and the kind in Australia. consumed news in the past month. data. Here, we report the characteristics of the 2019 overall perception about news performance, as we will examine The data is weighted to targets based on data only because it is reflective of previous years’ in the subsequent sections. Drawing on trends and insights from the Digital News Australian Bureau of Statistics census data surveys. In 2019, the percentage of major city news Report Australia from 2016 to 2019, this chapter draws out key for gender, age, region and education. consumers in the DNR Australia sample consist- Income and education by region (%) (Fig 2) 48 concerns and ongoing issues of regional consumers in relation ed of 60 per cent of the respondents, which is a 46 Major cities 43 to digital news consumption. Those areas are: news access and Because it is an online survey, smaller number than the actual city population 39 Regional areas interest; news sources and platforms; pathways to online news; it more strongly represents in Australia and the percentage of those living in 36 35 32 online engagement; trust in news; news avoidance; news online news consumers than regional areas is slightly higher. 28 28 26 performance; concern about fake news; levels of news literacy; those who rely on traditional offline 20 and willingness to pay for online news. news media. Because the survey is only The sample reflects the ageing population in 18 conducted in English, the results also regional Australia. The average age is 45 Each of these topics has been analysed by age, gender, better represent English-speaking Austra- in major cities, 49 in regional areas and education and region. In doing so, this chapter highlights lians than those whose main language is 46 overall. The proportion of 73+ in trends in news consumption and illustrates the challenges and not English. regional areas is higher (11 per cent) Low Medium High Low Medium High Education Income The data indicates that the ‘digital divide’ that once separated urban and regional Australians is rapidlyMajor cities closingRegional areas PAGE 34 | REGIONAL NEWS MEDIA CHAPTER 5 | PAGE 35
REGIONAL NEWS IN CONTEXT NEWS ACCESS AND INTEREST Across generations, younger news consumers in regional parts In 2019 participants were asked about their interest in politics of Australia are less interested in news than older news consum- generally. Again, regional Australians showed lower interest in News media in regional and rural Australia has been This section outlines trends in news use and interest in re- ers (Figure 1.3). This trend is echoed in major cities as well. politics generally than consumers in major cities. under great strain following the digitisation of the media gional Australia. It finds that regional news consumers access Less than one-third (32 per cent) of regional news consum- and loss of advertising revenues. This has led to the clo- news less and have lower interest in news and politics than Regional interest in news ers said they had a high interest in politics (68 per cent had low sure of local newspapers, job losses and reduced capacity consumers in major cities. by generations (%) (Fig 1.3) interest) compared to 37 per cent in cities (63 per cent had low 69 to report on local government and conduct investigative 65 interest). (Figure 1.5) 60 reporting into a range of pressing issues facing rural and News consumers in regional parts of Australia consume less 54 54 regional Australians. news than those in major cities. Figure 1.1 shows that over the 46 46 40 Changes to media ownership laws introduced by the past four years there has been a consistent gap between the per- 35 Figure 1.6 shows that younger generations X, Y and Z in Turnbull government have also led to further consolidation centage of heavy news consumers – those who consume news 31 Interest in politics – regional and city (%) (Fig 1.5) of the news media market, leaving the future of more than more than once a day – in regional and metropolitan Australia. 100 local newspapers in doubt. The recent purchase of the Those in regional areas are less likely to access news once a Nine group’s community papers (see introduction) offers day compared to news consumers in major cities. some promise, but there are concerns further consolidation Z Y X BB 73+ will occur. The lower consumption of news by regional Australians is High news interest Low news interest Heavy news consumers (%) (Fig 1.1) 68 63
In the face of these changes, the federal government has 58 55 53 54 been called upon to provide support to regional news outlets 50 51 However, the level of interest among regional Gen Z news Low interest in politics (Finkelstein, 2012). Some measures have been implemented, 43 consumers (40 per cent) is slightly higher than their counterparts including innovation funding for small and regional publishers, 39 in the major cities (38 per cent, table not shown). High interest in politics as well as scholarships for regional journalism students and Major cities 32 37 cadetships for regional newsrooms. Regional areas Otherwise, regional interest in news is lower across the other generations when compared with the interest of consumers in Regional City While governments and news organisations seek solutions, major cities. news consumers in regional and rural Australia are making High interest in politics their own decisions about where to find news and whether to 2016 2017 2018 2019 Regional news consumers also have a lower interest in politi- regional areas have lower interest in politics that their counter- pay for it. cal news specifically. While interest in political news is general- parts in the majorLow cities. interest In comparison, in politics there is less difference Major cities Regional areas partly a reflection of their lower interest in news. Figure 1.2 ly low across the country, Figure 1.4 shows it was 5 percentage among the older generations (Baby Boomers and 73+) when it The following data provides the latest insights into regional shows there are fewer regional news consumers with a high points lower in regional Australia in 2018. comes to high and low interest in politics. news consumption behaviour and will be useful for those interest in news compared to those in the cities. seeking solutions in a stressed market. This lower interest in news has remained consistent over the past four surveys. Interest in political news (%) (Fig 1.4) Generations and interest 44 44 in politics by region (%) (Fig 1.6) BIRTH ABBREVIATION AGE GENERATION 39 39 76 75 YEARS USED SPAN High interest in news (%) (Fig 1.2) 36 73 34 69 68 1901 - 27 Greatest Generation 91+ 64 62 65 65 67 59 73+ 61 62 60 59 51 51 1928 - 45 Silent Generation 73 - 90 56 49 49 41 36 38 31 32 1946 - 64 Baby Boomers BB 54 - 72 27 25 Major cities 24 1965 - 80 Generation X X 38 - 53 Regional areas Z Y X BB (73+) 1981 - 96 Generation Y Y 22 - 57 Millenials Major cities - High political interest Regional areas - High political interest 2016 2017 2018 1997 - Generation Z Z 18 - 21 Major cities - Low political interest Regional areas - Low political interest Post-millenials 2016 2017 2018 2019 Major cities Regional areas
Major cities Regional areas PAGE 36 | REGIONAL NEWS MEDIA CHAPTER 5 | PAGE 37
NUMBER OF NEWS SOURCES AND BRANDS While news consumers in regional Australia use a smaller Main source of news (%) (Fig 2.4) Despite a drop in regional news consumers relying on news- 46 number of sources (platforms) through which to access news, 42 papers for news, 30 per cent have accessed a regional or local 39 This section looks at the number of sources used by regional they use a similar number of news brands. There is very little 36 newspaper. Data for 2019 shows that commercial TV station
Australians to access news. It finds that people in regional difference between city and regional news consumers in the 2016 2019 29 28 Channel 7 is the most popular traditional news brand followed areas and cities consume news via a similar number of sourc- average number of news brands used. 21 21 21 by Channel 9 and the ABC. Regional and local newspapers are 19 18 es or channels (TV, online, social media, newspapers, radio, 16 a close fourth. There were differences between urban and rural blogs etc), though slightly fewer people in the regions access Number of online and offline 9 9 9 consumers in the brands they consume. 8 8 8 7 news via four or more sources or channels. news brands by region (Fig 2.2) 5 Major Regional Major Regional Major Regional Major Regional Major Regional Twenty-nine per cent of regional news consumers access their 5.5 5.4 cities areas cities areas cities areas cities areas cities areas Interestingly, Figure 2.1 also shows that the number of sources TV Radio Print Online Social media regional or local print newspaper; 42 per access news from Channel being used to access news by Australians in both regional areas Major cities Regional areas 7, 35 per cent from Channel 9, and 35 per cent from ABC TV. 2016 2019 and major cities is declining. When we look at the main source of news through the lens This contrasts with urban areas where only 14 per cent of consum- 3.3 of different generations, it is clear the high reliance on TV is ers access a local or regional newspaper. Regional news consumers We gave 11 types of platforms: television news bulletins or 3.1 largely coming from the older and ageing population. However, still heavily rely on print media to get local news. programmes, 24 hour news television channels, radio, newspa- 2.4 Figure 2.4 shows Gen X in regional areas are also more likely 2.1 pers, magazines, website/apps of newspapers, websites/apps to rely on TV as their main source of news. One of the most Offline brand access by region (%) (Fig 2.6) of news magazines, websites/apps of TV and radio companies, striking differences is the high level of reliance on social media 8 BBC News websites/apps of other news outlets, social media and blogs. We for news by Gen X and Y. 8 5 asked if participants had accessed news via these platforms in Major cities CNN 4 32 ABC TV the past week. All brands Offline brands Online brands For both generations, dependence on social media platforms Regional areas 35 16 for news is considerably higher than in the cities. Figure 2.5 SBS TV 14 An increasing number of news consumers across the cities TV remains the most common method of accessing news also clearly shows the low reliance on print newspapers by all 38 Major cities Regional areas Channel 7 42 and regional areas are choosing just one platform to access across the country. However, in regional areas, TV is used more generations in regional Australia. Across all age groups, news- 38 Channel 9 news, and the number who are using four or more is declining. heavily as a general source of news than in the cities and has paper consumption is higher in the cities. Similarly, online news 36 Channel TEN 24 remained fairly steady over the past four years. In contrast, the consumption is higher in the cities though comparable for Baby 23 8 In regional Australia, this is partly a reflection of the age- use of social media and newspapers has dropped. Boomers and those aged 73+. Sky News 9 5 ing population, who tend to rely more heavily on TV as their Australian Financial Review 2 main sources of news. Among younger generations there is an General sources of news (%) (Fig 2.3) Main source by age and region (%) (Fig 2.5) 10 The Australian 6 increasing reliance on social media. 57 5857 58 11 52 Daily Telegraph 48 9 69 Z X BB 73+ 67 Y 11 64 64 42 Herald Sun 61 41 40 11 2016 2019 54 54 52 52 6 49 47 34 Courier Mail 46 31 6 41 27 28 28 40 2626 Number of sources to access news (%) (Fig 2.1) 38 38 37 25 5 35 23 24 The Advertiser 21 2221 4 29 27 17 18 15 8 14 The Age 12 11 5 41 9 10 9 10 8 8 8 8 7 6 6 5 6 5 10 37 3 4 Sydney Morning Herald 2 2 3 3 5 33 1 5 31 Major Regional Major Regional Major Regional Major Regional Major Regional Major Regional Major Regional Major Regional Major Regional Major Regional Prime7 cities areas cities areas cities areas cities areas cities areas cities areas cities areas cities areas cities areas cities areas 16 25 26 24 22 22 23 22 TV Radio Print Online Social media TV Radio Print Online Social media 4 20 21 21 WIN Television 18 17 2 14 Southern Cross Not only is TV the most popular2016 source2019 of general news One of the mostZ concerningY Xfindings BB of the 73+ age-based data 5 6 in regional areas, it is the leading main source of news for all and main source of news relates to the future of print newspa- Fox News 5 Commercial AM radio 8 Australians, especially in regional parts of the country. As Figure pers. Those aged 73+ are overwhelmingly the highest readers of (e.g. 2GB, 2UE) 7 2016 2019 2016 2019 15 2.4 shows, in contrast to the growth in TV as a main source, newspapers in regional areas and cities. It remains to be seen if ABC Radio Major cities Regional areas 15 there has been an equivalent decline in the use of newspapers the generation of Baby Boomers will increase their newspaper Commercial FM radio 13 (e.g. Triple M, Nova) 13 1 source 2 sources 3 sources 4 or more sources as the main source of news in regional areas. The use of social usage as they age. Trends in the data suggest the proportion of News channels or newspapers 2 media as a main way to access news has also increased slightly newspaper readers is set to decline further as this current gener- in languages other than English 2 14 in regional areas and declined slightly in major cities. ation of 73+ moves on. A regional or local newspaper 29 Other newspapers/broadcast 3 news channels from outside 3
Major cities Regional areas PAGE 38 | REGIONAL NEWS MEDIA CHAPTER 5 | PAGE 39
The same pattern of consumption was mostly replicated online. More than a quarter (28 per cent) of regional news consumers Across Australia, smartphones have increasingly become the SOCIAL MEDIA AND NEWS However, some popular offline news brands in regional areas did did not access any online news brands. Reflecting the popularity main device through which people access the news. How- not have the equivalent audiences online. For example, ABC News of TV as a source of news, the most used online news sites are ever, in regional parts of Australia, this is occurring faster. In this section, we analyse the use of social media for news Online was only used by 19 per cent of regional news consumers, broadcast TV based, such as nine.com.au and ABC online. This Figure 3.2 shows news access via computers has decreased by regional Australians. We find that Facebook and Facebook which is a significantly lower figure compared to 25 per cent of reflects global behaviour by news consumers who transfer their more sharply in regional areas than cities, from 55 per Messenger are more popular social media platforms for news in urban news consumers who access ABC online. It should be noted loyalty and trust established in traditional offline brands when cent in 2016 to 36 per cent in 2019. It also shows the use regional areas than in cities. In contrast, WhatsApp and Twitter that 11 per cent of regional news consumers accessed local or consuming online news. of smartphones for news has risen much more rapidly in are slightly more popular among urban news consumers. The regional online news sites, which is higher than those in urban areas regional areas, catching up with usage rates in major cities. higher use of Facebook is partly a reflection of the ageing popu- (6 per cent) (See Figure 2.7). lation. While all generations tend to use Facebook, of all of the PATHWAYS TO ONLINE NEWS Smartphone & pc for news (%) (Fig 3.2) social media platforms, Facebook is the one older Australians Online news brands by region (%) (Fig 2.7) 55 are the most likely to use for finding or sharing news. When accessing news online, consumers can take a range 47 13 46 44 45 BBC News online 42 43 9 of direct and indirect pathways. Direct pathways to news 39 Social media brand for news (%) (Fig 4.1) 38 38 36 36 36 7 35 33 CNN.com 5 are going straight to a news website or app or searching for 28 39 6 New York Times online a brand to get news. We define all other methods as “side- 3 34 8 door” access to news. These include receiving news alerts BuzzFeed News 8 or searching for a story, bumping into news while on social 5 Vice News 2 media, getting email newsletters, and accessing news through Major cities Regional areas 9 Major cities Regional areas Major cities Regional areas Guardian online aggregated news providers. 19 6 Smartphone PC 18 6 HuffPost (Huffington Post) 4 2016 2017 2018 2019 11 4 In figure 3.1, we find there is not a great deal of difference Mail online 9 10 3 7 8 7 in the pathways to news used by urban and regional news 6 19 2016 2017 2018 2019 4 4 4 nine.com.au 25 consumers, but there are minor distinctions. Regional news 13 Yahoo!7 14 consumers are slightly less likely than urban consumers to Facebook YouTube WhatsApp Facebook Twitter Instagram Snapchat 26 seek news directly and are slightly more likely to access news Messenger News.com.au 23 indirectly via social media. This is likely due to regional Austra- ABC News Online 25 19 Smart devices for Major cities Regional areas 6 lians’ lower interest in news. When it comes to other Across most of the other news consumption measures, Skynews.com.au 6 smart devices, news consum- news (%) (Fig 3.3) the data indicates that the “digital divide” that once sepa- 10 The Age (theage.com.au) 6 ers in major cities are more Major rated urban and regional Australians is rapidly closing due 13 Pathways to online news (%) (Fig 3.1) Sydney Morning Herald (smh.com.au) 8 likely to use wearables, PCs cities Regional to improved connectivity and affordable smart devices. 4 and tablets as a general way However, one gap remains in relation to online news vid- The Conversation 3 Mobile 60% 56% 2 Received a news alert on my mobile 14 to access news. How- eo. Figure 4.2 (overleaf) shows that regional consumers Crikey 1 phone/tablet 12 ever, regional news con- Tablets 23% 20% are less likely to watch news video on YouTube or other 6 17 Channel TEN news online 8 Got news via an email newsletter or email alert PC 52% 49% 16 sumers are more likely to social media platforms, except for Facebook, where 8 The Australian (theaustralian.com.au) 6 Used social media and came across news 32 use Smart TVs to access TV 16% 18% they are just as likely as urban consumers to watch 8 that way 35 news. This partly reflects news video. Daily Telegraph (dailytelegraph.com.au) Wearables 2% 1% 8 Used a newsreader site or ‘app’ that 12 8 regional news consumers’ Herald Sun (heraldsun.com.au) aggregates news links 11 7 greater reliance on TV. Voice 3% 3% However, overall, regional news consumers 6 Used a search engine and typed in a 22 Courier Mail (couriermail.com.au) 5 keyword about a particular news story 18 are less likely to have watched any online news The Advertiser (adelaidenow.com.au) 4 Used a search engine and typed in a 26 video in the past week. This might reflect poor 3 keyword for the name of a particular website 24 5 connectivity in certain parts of the country, Australian Financial Review (afr.com) 32 3 Went directly to a news website or app 3 28 but it might also reflect a lower need to watch Junkee Major cities 1 online video because there is higher viewing 2 The Saturday Paper online 1 Regional areas Major cities Regional areas of traditional TV news. 2 Other non-English online news sites 1 Other regional or 6 local newspaper website 11 4 Other online sites from outside 3
Major cities Regional areas PAGE 40 | REGIONAL NEWS MEDIA CHAPTER 5 | PAGE 41
Video news consumption (%) (Fig 4.2) Online news engagement (%) (Fig 5.1) Whatsapp groups by region (%) (Fig 5.3) Trust in different news types (%) (Fig 6.2) 47 44 34 I haven’t joined a WhatsApp group 51 51 Talk with friends and colleagues 37 29 44 44 Major cities Regional areas about a news story (face to face) 37 Major cities Regional areas A private group set up 29 for chat with friends 29 Talk online with friends 14 24 27 34 26 27 and colleagues about a news story 13 A private group set up 13 30 for chat with workmates 19 Take part in a campaign or 5 23 15 A private group set up 33 19 13 group based around a news subject 5 18 for chat with family 10 32 Vote in an online poll via 12 a news site or social network 12 A group about a broad topic (e.g. arts, 8 Major cities entertainment, technology etc) 7 Post or send a picture or video to 4 News related video News related video I haven’t consumed 9 News related video News related video a news website/ news organisation 3 Regional areas A group about a hobby or passion when browsing a news when on Facebook when on YouTube when on another any news related (sport, gardening) 6 News My news Search Social media website or news app platform (e.g. videos in the last week Snapchat, WhatsApp, 6 Post or send a news-related 6 Twitter) A group about health or education Major cities Major cities Regional areas picture or video to a social network site 7 2 Regional areas Major cities Regional areas 4 Share a news story via an instant messenger 10 A group about parenting News consumers in regional Australia are less likely to follow (e.g. WhatsApp, Facebook Messenger) 10 5 In regional Australia general trust is higher among Gen Z 7 account pages of journalists, news organisations, politicians and Share a news story via social network 15 A group about my local community and 73+ than in the cities. But Gen Z in regional areas also has political parties, than those who live in metropolitan centres. (e.g Facebook, Twitter, LinkedIn) 16 9 higher distrust in news generally (Figure 6.3). 5 9 A group about news or politics Share a news story via email 7 This reflects the fact that Australian news consumers outside 9 of the major cities have lower interest in news and politics. 3 Trust by generation and region (%) (Fig 6.3) Write a blog on a news or political issue Interestingly, they are just as likely to follow a campaigning 2 MajorTRUST cities RegionalIN NEWS areas 51 54 8 49 group that advocates on issues that are relevant to them. Over- Comment on a news story on a news website 48 46 7 45 44 Z all, the percentage of urban news consumers who do not follow Comment on a news story in a social network 14 Questions about trust in news are an imperfect measure (Fisher, 37 3736 37 33 34 Y (e.g Facebook or Twitter) 32 31 any media or political organisations on social media is 58 per 15 2016). However, they do give a general indication of audience 29 30 29 30 27 27 X 25 26 26 25 12 24 23 cent, compared to 67 per cent for regional news consumers. Rate, like or favourite a news story perceptions of news credibility. 22 22 10 19 BB 73+ Despite regional news users having lower interest in news and Major cities Regional areas Following on social media (%) (Fig 4.3) The uses of private and public groups on Facebook were similar lower consumption than urban Australians, levels of general Trust Neither Do not trust Trust Neither Do not trust 26 among urban and regional news consumers (Figure 5.2). However, trust in news between the two cohorts have been consistently Major cities Regional areas Major cities Regional areas the uses of WhatsApp for group discussions among regional news similar over the past four years. While overall levels of trust have 21 consumers are higher compared to urban consumers. The major- fluctuated, the degree of difference between city and regional 17 16 15 ity (71 per cent) of regional news consumers are using the group news consumers is negligible (Figure 6.1). While trust in news found on social media is the same across 14 13 12 12 function on WhatsApp. About a quarter (23 per cent) of regional regional and urban Australia, there are differences within gener- 11 news consumers participate in a WhatsApp private group set up to ations, most notably among Gen Z. Figure 6.4 shows that Gen chat with work colleagues, and 32 per cent use it to chat with family General trust in news (%) (Fig 6.1) Z in regional areas are more likely to trust news found on social members (Figure 5.3). media compared to their counterparts in the major cities. This may be because 41 per cent of Gen Z finds news to be irrelevant A news organisation A journalist A political party A politician A campaigning group 44 43 41 42 44 44 51 48 to their lives. This figure is the highest among all age groups Facebook groups by region (%) (Fig 5.2) Trust (see Figure 7.2 overleaf). Major cities Regional areas Neither 41 I haven’t joined a Facebook group 31 33 33 33 25 30 29 ONLINE NEWS ENGAGEMENT 40 25 Do not trust Trust in news on social media by generations (%) (Fig 6.4) A private group set up 21 for chat with friends 18 59 6 25 27 26 27 A private group set up 24 26 24 24 55 In contrast to the lower “following” behaviour described above, for chat with workmates 6 A private group set up 19 the data shows that regional news consumers are just as actively Major Regional Major Regional Major Regional Major Regional City Gen Z Regional Gen Z for chat with family 18 cities areas cities areas cities areas cities areas engaged with online news content as those in the cities. In the A group about a broad topic (e.g. arts, 11 2016 2017 2018 2019 entertainment, technology etc) 10 34 case of commenting on a news story or sharing a news story Do not trust Neither Trust A group about a hobby or passion 17 27 on a social network, regional news consumers are slightly more (sport, gardening) 18 The biggest difference can be seen in relation to trust in news 8 inclined to do so. Whether you live in the bush or in the city, A group about health or education found via search engines (Figure 6.2). News consumers in 8 14 11 talking about news face to face with friends, family or colleagues A group about parenting 5 regional Australia have slightly higher trust in online news than 4 is still overwhelmingly the most popular way for Australians to their city counterparts, but have roughly the same level of trust A group about my local community 13 18 engage with news. Major cities in news found on social media. Trust Neither Do not trust A group about news or politics 7 6 Regional areas City Gen Z Regional Gen Z
Major cities Regional areas PAGE 42 | REGIONAL NEWS MEDIA CHAPTER 5 | PAGE 43
NEWS PERFORMANCE FAKE NEWS AND NEWS FATIGUE Fact-checking activities by region (%) (Fig 9.1) Among those who do pay, the most common method of pay- ing is to make an ongoing payment for a digital news service In 2019 we asked news consumers to assess the news me- News consumers in regional areas are more concerned about I stopped paying attention to news shared by someone 19 (major cities, 8 per cent; regional, 5 per cent). These sub- because I am unsure whether I trust that person 22 Major cities dia’s performance across five criteria of scrutiny, negativity, what is real or fake on the Internet, are more likely to avoid I discussed a news story with a person I trust 23 scribers are news consumers who are prepared to pay solely Regional areas relevance, keeping people up to date and explaining event. news, and are more likely to feel worn out by the amount because I was unsure about its accuracy 24 for an online news subscription, which clearly indicates a I stopped using certain news sources because 22 There is little difference between cities and regions, except for of news. About two-thirds of regional news consumers are I was unsure about the accuracy of their reporting 20 willingness to pay for the news itself. Regional news consum- negativity. News consumers in regional areas are more likely worried about fake news. I started relying more on sources of news 26 ers purchase single articles as a one-off payment just as much to think the news is often too negative compared to those in The same proportion of news consumers in regional areas try that are considered more reputable 25 as urban consumers. However, in all other types of payment, I checked a number of different sources to see 35 major cities. (Figure 7.1). to avoid news. Almost one-third of regional news consumers are whether a news story was reported in the same way 37 the figures are considerably lower in regional areas. Notably,
worn out by the volume of news (Figure 8.1). Concern about I decided not to share a news story 20 donation in regional areas (2.4 per cent) is much lower than fake news is strongly linked to news avoidance and news fatigue, because I was unsure about its accuracy 24 in urban areas (3.8 per cent) (Figure 10.2). News performance (%) (Fig 7.1) which is the case in regional areas. Major cities Regional areas Payment type by region (%) (Fig 10.2) 67 unsure of its accuracy, compared to urban consumers (20 65 Major cities Regional areas per cent). Furthermore, more regional news consumers (22 58 56 per cent) say they stopped paying attention to news shared by 3.8 I have made a donation to support a digital news service 45 45 47 2.4 42 Fake news, news avoidance someone because they do not trust the person, compared to 19 Someone else paid for me to 2.1 and news fatigue by region (%) (Fig 8.1) per cent of urban consumers. Regional news consumers are subscribe or access a digital news service 1.9 27 28 I get free digital news access as part of a subscription 2.7 slightly sceptical of the news environment and engage in ver- to something else (e.g. broadband, phone, cable) 1.9 65 65 ification activities to reduce the uncertainty. This is consistent I pay for digital news access as part of a print-digital bundle, 4.9 60 61 Major cities with the fact that those who are concerned about what is real or or I get it for free as part of a print subscription 3.8 I made an ongoing payment (subscription or membership) for a 7.5 Regional areas fake online say they are much more likely to engage in verifi- digital news service – eg monthly, quarterly or annual payment 5.1 2.1 The news media monitors The topics chosen The news media often The news media keeps The news media helps cation activities than those who are not concerned. Regional I made a single one-off payment to and scrutinises powerful by the news media do takes too negative me up to date with me understand the access a single article or edition 2.1 people and businesses not feel relevant to me view of events what’s going on news of the day 30 Australians who are concerned about what is real and fake on 27 Major cities Regional areas Major cities Regional areas the Internet are starting to act on this concern by engaging in When we look at news performance across generations, various fact-checking activities. there are big differences. Gen Z in regional areas are the least A higher proportion of Gen Z (10 per cent) in regional ar- likely to think the news media holds the powerful to account, PAYING FOR NEWS eas pay for news compared to urban youth (6 per cent). This Concerned about Actively trying Worn out by the Major cities keeps them up to date or helps them understand events of the what is real and what to avoid news amount of news is reversed among Gen Y where urban Gen Y pay more (20 day. They are also more likely to think stories in the news are is fake on the internet there is these days News consumers, in general, are reluctant to pay for news, re- per cent) and regional Gen Y payRegional less areas (12 per cent). Urban not relevant to them and are often too negative, more so than Major cities Regional areas gional consumers more so. While the overall willingness-to-pay Gen Y is, in fact, the highest paying group among all age their counterparts in the city. FACT-CHECKING has increased somewhat from 2016 to 2019, in both urban and groups. The next is urban 73+ with 18 per cent of this senior NEWS AVOIDANCE, CONCERNS ABOUT regional areas, the gap in the paying for news between regions group paying for news (Figure 10.3). News performance by age In response to the public concern about the need for citizens to has not narrowed. In 2019, only 12 per cent of regional news in regional areas (%) (Fig 7.2) verify the news they use online, this year we asked participants consumers say they have paid for online news. This is still a what fact-checking activities they have engaged in over the past lower figure than 16 per cent of urban news consumers who Paying for news by generation by region (%) (Fig 10.3) 71 69 12 months, if any, when deciding to read or share a story online. say they have paid (Figure 10.1). 62 61 62 61 58 55 20 52 53 50 Paying for online news (%) (Fig 10.1) 18 48 46 48 Most Australian news consumers did not adopt any news 45 44 Major cities Regional areas 43 41 38 39 verification behaviours, however 35 per cent of city news con- 35 31 Major cities 16 14 28 sumers and 37 per cent of regional news consumers say they did 13 24 12 12 12 21 compare the reporting of a story across news outlets to check Regional areas 11 12 10 its accuracy, and 26 per cent of city news consumers and 25 per 11 cent of regional news consumers say they began to use more 8 6 Scrutiny Not relevant Too negative Keeps me Helps me reliable news sources (Figure 9.1). up to date understand A higher proportion of regional news consumers (24 per Z Y X BB 73+ cent) decided not to share a news story because they were Z Y X BB 73+
2016 2019 Major cities Regional areas
Major cities Regional areas PAGE 44 | REGIONAL NEWS MEDIA CHAPTER 5 | PAGE 45
We asked survey participants to choose which subscription Australia. As the 2016 ABS Census data reveals, communi- In response, news consumers in regional and remote parts of mates more than 1,000 jobs were lost from print newsrooms in services they would pay for if they could select just one. ties in regional and remote Australia have lower incomes and Australia have increasingly and rapidly taken up mobile technol- 2012 (Zion et al, 2016; Zion et al, 2017; O’Donnell et al, 2016) Only 9 per cent of urban news consumers and 8 per cent lower education. This is reflected in the samples of the survey ogy and begun using it as a main device through which to access and it is estimated a further 2000 have been lost since then of regional news consumers chose online news subscription participants in all surveys 2016-2019. These demographic news. While there remain pockets of remote Australia with poor (Zion et al, 2017). At The Newcastle Herald, editorial staff has been as their first priority from seven different types of digital factors have strong links to lower interest in news and politics, reception, the vast majority now are accessing news online and cut from about 100 to fewer than 24 (Ellingsen, 2019). The de- subscription services. Video streaming services were the most and lower engagement. Further, the population has a higher on their phones. However, it must be stressed that reports into cline in newspapers is clearly reflected in the data which shows a popular first choice (34 per cent in both major cities and proportion of elderly people than metropolitan centres. The mobile coverage find poor mobile coverage and limited capacity rapid drop in the use of newspapers by regional and rural news regional areas), followed by music streaming services (major impact of lower education and income, plus an ageing popula- to connect to the Internet is still a significant issue for some parts consumers since 2016. The fall is much stronger than in major cities, 12 per cent; regional, 11 per cent). Many people (major tion, is clearly reflected in most of the findings in this chapter. of rural and remote Australia (Regional Telecommunications cities, where consumption has been quickly migrated to online cities, 28 per cent; regional, 30 per cent) did not want to pay Reviews 2012, 2015). The data shows use of laptop and desktop platforms. Regional news consumers still rely heavily on local for any of these services (Figure 10.4). Despite this, when it comes to news brands, it is clear that computers is falling faster in regional Australia and the use of and regional newspapers. The closing of local newspapers is regional news consumers are loyal to local newspapers and mobile phones is rising faster. This shift began in 2015 following anticipated to have a larger impact on regional news consumers, Digital subscription preference by region (%) (Fig 10.4) regional TV news providers. The use of local newspapers is “Mobilegeddon” when Google began ranking websites that had as the alternatives to print are fewer than in major cities.
34 34 much higher in regional areas than in the cities. This reflects adapted their content to suit mobile phone requirements. News THE ENDURANCE OF TV 30 the central role of local media in building community identity organisations who publish across platforms have moved quickly Major cities Regional areas 28 and sense of cohesion (Ewart, 2000; Richards, 2013). As Hess, to create mobile friendly news content to meet this growing Waller and Freeman argued in a submission to the Finkelstein market (Martin, 2016). Across the world TV news endures as the most used source of Inquiry; “declines in rural and regional news do not mean news. Despite predictions that the Internet would see an end there are declines in demand for local news”. As they point The rapid uptake of mobile phones by regional news of TV news, its audience has remained strong, particularly in 12 11 out, local outlets connect people and keep people up to date consumers strongly indicates that there is a shift in the Australia. Industry research, including the Digital News Report 9 8 8 7 with what is going on in the local community. While there has digital divide in regional and urban Australia. The one Australia, continues to find that TV is the most popular main 5 4 4 4 been an increase in national and international news available area of online news consumption that still shows a divide source of news and the most trusted. Research suggests that 1 1 online, this has just amplified the growing gap in local news is news video. Regional and rural consumers are accessing the popularity of TV stems from its flexible range of content Music Online Online sports Video Online news Storing Online None streaming gaming event or streaming data, photos, dating provision (Waller & Hess, 2015). news video less than those in the cities. This could be due to from hard news to human interest. Although people watch service service channel service backups service a range of factors such as problems with connectivity, data TV news for different reasons – entertainment as well as Major cities Regional areas THE DIGITAL DIVIDE DISCUSSION costs and allowances on mobile phones, and that regional information seeking – TV news offers both serious news and consumers are still heavily reliant on free-to-air TV and diversion (Henningham, 1982). Australians have had the lux- The data provided here offers important insights into the Although Internet and broadband penetration have may not have a strong need to watch additional online ury of access to free, quality TV news from both commercial changing nature of news consumption in regional Australia, increased over time in Australia, the issue of digital divide video. Other than news video, the differences in news have and public broadcasters. In response, Australian news particularly in relation to levels of engagement and interest persists because the gap between urban and rural areas’ access been reduced. As such, studies show that depending on consumers continue to access news that is free, in news, the loss of newspapers, endurance of TV, and the to the Internet has not narrowed (Thomas et al, 2018). Parts of mobile technology can result in another type of digital rather than pay for it. persistent digital divide. rural Australia continue to be at a persistent digital disadvan- divide, where the types of content that are accessed via tage when compared to major cities (Park, 2017). A report into mobile phones are significantly different from content The data shows that regional news consumers INTEREST IN AND ACCESS TO NEWS broadband availability by the Department of Communications consumers access on their computers (Thomas, Wilson are much more dependent on TV for news than in 2013 found there remain areas in regional and remote parts & Park, 2018; Park, Freeman & Middleton, 2019). people in the city. This is true across all age groups, The 2019 DNR Australia shows there is very little differ- of the country, as well as in small pockets of outer metro- Furthermore, even though mobile coverage but particularly the elderly. This rise in the use of ence between rates of Internet access between regional and politan and metropolitan areas, with inadequate access to might have improved considerably, at the local TV for news also corresponds with the fall in city news consumers. Ninety-two per cent of urban news infrastructure, such as fixed broadband (Dept of Comms 2013 level, the reception is sporadic and interrupt- newspaper use and might reflect the closure of consumers in Australia are “heavy” Internet users and access in Hess, Waller and Freeman p 4.). ed (Freeman, Park & Middleton, 2019). local newspapers and people turning to TV the Internet for any purpose more than once a day. Similarly, instead. There has also been a corresponding 90 per cent of news consumers in regional Australia access These inadequacies in connectivity are, in part, reflected THE LOSS OF NEWSPAPERS increase in the use of social media. This also the Internet more than once a day. While the difference is in the differences between news consumers in major cities suggests that people have turned to social small, these findings have been consistent across all of the and regional areas. The poor connectivity in regional areas The decline in newspapers has been felt media and TV to replace the ab- Australian Digital News Reports (Park et al, 2018; Watkins et combined with lower education and income levels reflect the globally following digitisation and the sence of local newspapers. al, 2016; Watkins et al, 2017; Fisher et al, 2019). preference of TV news in regional areas. With the emergence shift of print advertising sources online. The data also tells of the Internet and digital publishing, 3-5G networks, Wi-Fi In Australia, the decline of newspapers us that people who These lower levels of interest and access are largely a and mobile technology, the divide is narrowing. This is true in has been felt hardest in regional and rely on TV news reflection of the demographic make-up of regional and rural Australia and other countries with dispersed populations. rural areas. The New Beats project esti- tend to have lower PAGE 46 | REGIONAL NEWS MEDIA CHAPTER 5 | PAGE 47
levels of income and education. This online news engagement. In the context Digital News Report Australia 2019 report CONCLUSION Subject/2071.0~2016~Main%20Fea Martin FR. (2016) “Mobile public service media in correlates with the demographic profile of the data in this report, that refers to finds a decrease in the use of social tures~Snapshot%20of%20Australia, Australia: Ubiquity and its consequences”. Inter- %202016~2 national Communication Gazette 78: 330-348. of regional Australia, which has an over- the amount of sharing, liking and com- media for news, but a rise in the use of The data in this chapter from the all lower level of education and income menting by news consumers on stories YouTube, Instagram and Snapchat. But Digital News Report Australia 2016-19 Bruns, A. (2005). Gatewatching: Collaborative online O’Donnell P, Zion L and Sherwood M. (2016) in comparison to cities. they find online and on social media. this is not the case in regional Australia, confirms concerns about the the decline news production. New York, NY: Peter Lang. “Where do journalists go after newsroom job cuts?” Journalism Practice 10: 35-51. where the data shows an increase in the of newspapers in regional Australia, Ellingsen S. (2019) After a dark decade for Interestingly, news research from Across a range of activities, news con- use of Facebook for news. Again, this but it also reaffirms the importance and Australia’s regional newspapers, a hopeful light Park S, Fisher C, Fuller G, et al. (2018) Digital Sweden suggest there is a link between sumers in regional Australia have higher might reflect the diminishing range of popularity of local news content. We also flickers. The Conversation (6 May 2019) https:// News Report - Australia, 2018. Canberra: News theconversation.com/after-a-dark-decade-for- and Media Research Centre, Faculty of Arts and commercial TV news consumption and levels of engagement activity, particularly newspapers in regional and rural areas need to address the persistent digital di- australias-regional-newspapers-a-hopeful-light- Design, University of Canberra. lower levels of political interest (Ström- in relation to sharing and liking. They also and the rapid rise of mobile use by vide between rural and urban areas and flickers-116359 bäck & Shehata, 2018). Based on four regional news consumers. In line with how that is related to access to news and Richards I. (2013) “Beyond city limits: Regional Ewart, J. (2000) Capturing the heart of the region: journalism and social capital”. Journalism 14: representative surveys of TV news higher use of Facebook, regional news information. While this data provides a How regional media define a community. Trans- 627-642. consumers during and outside of elec- consumers also show higher levels of solid overview of the changing nature of formations, 1, 1-12. tion periods, the researchers find there trust in news found on social media. news consumption in regional Australia, Rosengard D, Tucker-McLaughlin M and Brown T. Finkelstein, R. (2012). Report of the In- (2014) “Students and social news: How college is a correlation between higher political This is partly a reflection of the fact the sample of news consumers in remote dependent Inquiry Into the Media and students share news through social media”. interest and those who consume news that people tend to trust the news and very remote parts of the country is Media Regulation. Report to the Minister Electronic News 8: 120-137. from public broadcasters, and lower po- they consume. However, the situation too small to generalise. More research for Broadband, Communications and the Digital Economy. https://apo.org.au/sites/ Strömbäck J and Shehata A. (2018) “The reciprocal litical interest from those who consume in regard to regional Australians is needs to be done into the news land- default/files/resource-files/2012/02/apo- effects between political interest and TV news news primarily from commercial TV more complicated. Trust in social me- scape in regional and remote areas, and nid28522-1206571.pdf revisited: Evidence from four panel surveys”. news outlets. Given the high depen- dia is more generally correlated with how local consumers are changing their Journalism & Mass Communication Quarterly: Fisher C. (2016) “The trouble with ‘trust’ in news 1077699018793998. dence of regional news consumers on lower education, lower income and information diets to make up for losses media”. Communication, Research & Practice 2: TV sources for their news, this might lower interest in news, but regional in local news provision. In particular, 451-465. Watkins J, Park S, Blood W, et al. (2016) “Digital contribute to an explanation for why news consumers (who have compar- online survey methods are not adequate News Report: Australia 2016”. Reuters Dig- Fisher C, Park S, Fuller G, et al. (2019) Digital ital News Report. Canberra: News & Media news consumers in regional and rural atively lower income, education and in examining news behaviour in remote News Report Australia 2019. Canberra, Australia: Research Centre, University of Canberra, and Australia have lower interest in politics interest) have lower trust in the news regions, as access to the Internet may not News and Media Research Centre, University Reuters Institute for the Study of Journalism, and lower interest in news. generally. This difference in perceptions be as easy as in urban areas. of Canberra; Reuters Institute for the Study of University of Oxford. Journalism, University of Oxford. of trust highlights the complexity of no- Watkins J, Park S, Fisher C, et al. (2017) “Digital It is also clear from the data that there tions of trust and what influences those These are important questions that Henningham J P. (1982) “How TV news meets News Report Australia 2017”. Canberra, Austra- is a generational shift occurring in the are equally likely to discuss news face to perceptions, whether it be the content, have consequences not just for news people’s needs”. The Australian and New Zealand lia: News & Media Research Centre, University of Journal of Sociology 18: 417-427. Canberra, and Reuters Institute for the Study of cities and regional areas. While TV face. These two findings are possibly linked the journalist, the brand, the channel organisations, but for the identity and Journalism, University of Oxford. remains dominant, the data points to to the geographic proximity between users. or the person who shared the news with strength of local communities, account- Hermida A. (2010) “Twittering the news: The emer- a decline in audiences over time in line It may well be harder for people in regional them on social media (Fisher, 2016). ability of local governments and citizen gence of ambient journalism”. Journalism Practice Zion L, Dodd A, Sherwood M, et al. (2016) 4: 297-308. “Working for less: the aftermath for journalists with generational change. and rural areas to meet face to face to participation in democratic processes. made redundant in Australia between 2012 and discuss news and current events, hence This is also supported by the fact that Jenkins H and Deuze M. (2008) Convergence 2014”. Communication Research and Practice RISE IN SOCIAL MEDIA USE sharing via social networks is a more effi- regional news consumers are less likely REFERENCES culture. Sage Publications Sage UK: London, 2: 117-136. England. cient way to stay in contact and informed to directly seek news online by going Zion L, O’Donnell P, Ricketson M, et al. (2017) Australian Bureau of Statistics. (2018) “Snapshot Kümpel AS, Karnowski V and Keyling T. (2015) Life after redundancy: what happens next when As mentioned above, the loss of about topical issues. straight to a news website. Instead, they of Australia, in 2071.0 - Census of Population “News sharing in social media: A review of a journalist leaves the newsroom. Available at: regional newspapers has seen a corre- are more likely to bump into it on social and Housing: Reflecting Australia - Stories from current research on news sharing users, con- https://theconversation.com/life-after-redundan- the Census, 2016.” Retrieved from https://www. sponding increase in the use of TV and Among younger news consumers, media. In a sense, regional news consum- tent, and networks”. Social Media+ Society 1: cy-what-happens-next-for-journalists-when-they- abs.gov.au/ausstats/[email protected]/Lookup/by%20 2056305115610141. leave-newsrooms-77154. social media for news. This is particular- the use of social media to share news is ers are less likely to be ‘news seekers’ and ly true among younger news consumers well established globally (Rosengard et more likely be “news opportunists” who NOTE: UNLESS LABELLED OTHERWISE, ALL FIGURES IN THIS CHAPTER ARE BASED ON 2019 DATA in regional areas. Again, those who rely al, 2014; Kümpel et al, 2015). How- simply pay attention to “ambient” news on social media to access news tend to ever, following scandals around data that is mixed in among posts from family be younger, have lower education and breaches and the spread of fake news, and friends on social media (Bruns, 2005; income, as well as lower interest in news plus changes to the algorithm regarding Hermida, 2010). In this way, accessing and politics. Despite this, one of the key the priority of news content, the use of news becomes more a social activity rath- differences in news consumption between Facebook for news has fallen globally. er than passive consumption by “specta- those in regional Australia and cities is This is true in Australia as well. The tors” (Jenkins & Deuze, 2008). PAGE 48 | REGIONAL NEWS MEDIA CONCLUSION | PAGE 49 CONCLUSION Regional consumers are reluctant to of deeper investigation – comes from As Penny Muse Abernathy, the Knight pay for premium news and yet appear the survey of local government media chair of journalism at the University more concerned about what is called managers which suggests that there has of North Carolina, says (Miller, 2019): “fake news” than their city counter- been a drop off in the amount of local “While there are now about 200 news parts. news coverage. The wider concern is that deserts, there are far more ‘ghost papers’ falling local coverage is a precursor to no which pretend to report the news but Regional consumers are increasingly or little coverage. That is the experience lack the resources to do so.” She says moving to digital news delivery and yet in other countries. there are at least 1,000 and perhaps as print advertising remains the main source many as 2,000 papers in such a category. of revenue for news providers. As mentioned above, this situation has Publishers appreciate that digital plat- been a long time coming. The newspaper forms, in particular Facebook, improve business model has been under severe reach and grow audiences but these stress since classified advertising left companies are also their main the building in the first decade of competitors. this century. The pace of change since has been unrelenting, its These are common tensions implications profound and hard across the news media landscape. to keep up with. Here are five Many publishers are caught trends: between print (currently more n Audiences have moved revenue yet higher costs) and away from destination news digital (lower costs but presently far (daily, hourly, even weekly) to slimmer revenues). wanting it on-demand; n Audiences roam free in search of Many consumers have yet to feel the content instead of being captured need (or desire?) to financially support by a channel, station or paper; their local news. n Social media platforms are placing greater emphasis (greater trust) in In fact, some actively avoid it. What The number of local newspapers in news delivered from a friend than a will it take to bring them back? What the United States has dropped from masthead (even if the news was first HEADS or heads? will it take to get them to pay? One of 8,972 in 2004 to 7,112 in 2018 (Miller, produced by a masthead); ournalism is a Janus-faced industry has been two decades in the The paradox is obvious: there may the most sobering results of the CMT’s 2019) – more than 1,800 newspaper are n Social media platforms have captured business. It looks to commerce making. We do not know where and how never have been a more challenging time work with consumers is that most seem gone and 100 more shifted from daily to the advertising market, know how best and it serves public good. it will end. There are still news media to be a journalist and yet there may never reluctant to pay for journalism – even if weekly publication. This trend, according to use that ad spend and show clients The former stance makes it publishers making sufficient money out have been a better time to be a news it were demonstrably of higher quality. to the Columbia Journalism Review (Allsop, what impact their money had; vulnerable to the vagaries of of print advertising to pay reporters and consumer. 2019), continues at pace, with many pa- n Journalism is simply trying to do economic downturn and tech- service the community. Such responses prompt other ques- pers that have escaped closure still forced more (to keep up) with fewer re- Jnological change; the latter serves to But for how long can both these state- tions: what is news for? What sort of to consolidate and downsize. sources and staff. somewhat insulate its consumers from Neither is digital disruption neces- ments hold true? news is most valued? What impact does a such realities. As such, acts of journal- sarily bad for business. It has opened publicly-funded broadcaster have on lo- The end result: news deserts, places The US is not alone in seeing the ism can be taken for granted. up a world of great journalism and a Can journalism continue to be a viable cal independent news? These questions where the news doesn’t grow, where pub- emergence of news deserts. In the UK, plethora of ways to access, share and business and provide its public good? warrant further work. lic debate is not seeded. Or ghost papers: 83 local news titles – about 15 per cent Digital disruption is not new and consume it. The mobile phone is a The work in this report offers some clues publications which may exist in name but of the market — have disappeared neither is it uniform. The full impact of revolution; digital platforms a transfor- for regional Australia, but wherever you Perhaps the most worrisome trend are so hollowed out of content as to be since 2015, according to as yet pub disruption in the regional news media mative experience. look there are complications: detected in this report – and one in need devoid of impact and meaning. What will it take to bring them back? What will it take to get them to pay? PAGE 50 | REGIONAL NEWS MEDIA CENTRE FOR MEDIA TRANSITION | PAGE 51 lished mapping by the Google News There is no doubt that the same stress 7. How do we measure the quality of Initiative. points are at play in Australia. The work regional news media? by the ACCC, cited in this report and In New Zealand, the number of done for its digital platforms inquiry, 8. Are news deserts emerging? reporters in regional areas has dropped indicates that news deserts are emerging by about 28 per cent (152 journalist in regional Australia. 9. What can be done to prevent them? n Ways in which citizens and media interact positions) over the past five years, and how regulatory and ethical frame- according to the chair of the New Of the publishers and editors There are plenty of other questions and works might adapt for this environment Zealand Publishers Association, Rick surveyed by CoreData for this project, avenues for exploration. But these strike us ABOUT THE (this includes issues of digital privacy); Neville (Neville, 2019). That situation almost half cited too few reporters as as being among the most pressing. has prompted Radio New Zealand, the biggest constraint on news coverage. n The ingredients of a competitive commer- publishers and funding agencies for the The vast majority of news organisations This report is a state of play. It contains cial media sector, built on sustainable country’s broadcasting sector to join have not had an increase in newsroom gaps and prompts for further action. But it Centre business models and informed by the together to pay for journalists to return resources over the past five years and illustrates the importance of regional news experience of other disrupted industries; to regional areas. two in five say resources have decreased. media to consumers, the extent of concern The most commonly cited cause of the and interest about its vitality and the dire for Media n The development of a diverse media The Local Democracy Reporting Service decrease in newsroom resources was consequences of it failing. environment that embraces local, (Peacock, 2019), backed by $NZ1 million need for efficiency, followed by declining international and transnational issues of national government funding, will create display advertising, though of course REFERENCES: and debate; and and make available news for media outlets, the former follows the latter. That is just Transition private and public, across the country. Its a snapshot. There is a need for a broad- Allsop, J. (2019, 05 Sptember). Another Brutal n Contemporary formulations of the Week for American journalism. Columbia brief will be to report on councils, com- er survey of news media outlets and the Journalism Review. Retrieved from The Centre for Media Transition works public interest informed by established munity boards, council-owned businesses, industry’s views about the future of the https://www.cjr.org/the_media_today/media_ across disciplines to explore and develop and enduring principles such as account- trusts and health boards. business. layoffs_the_vindicator.php responses to: the dramatic and ongoing ability and the public’s right to know. Department for Digital Culture Media and Sport. movements wrought by digital disruption The NZ scheme has been largely But what is even less clear is the extent (2019). The Cairncross Review; A Sustaintable to the media industry; the role of The CMT’s published works include modelled on a BBC-led project in Britain to which news deserts are opening up Future For Journalism. Retrieved from https:// journalism in Australian democracy reports on digital defamation and trust in assets.publishing.service.gov.uk/government/ to increase collaborations between the in Australia — and what, if anything, uploads/system/uploads/attachment_data/ and the world more widely; and the news media and it has current projects national broadcaster and local commer- is filling the void. There have been few file/779882/021919_DCMS_Cairncross_Re- business models that support a diverse on industry self-regulation, privacy, news cial news media outlets. attempts to fully map the Australian news view_.pdf: https://assets.publishing.service.gov. and prosperous industry. verification, foreign reporting, innovation uk/government/uploads/system/uploads/attach- ecosystem to understand several key ment_data/file/779882/021919_DCMS_ and press freedom. The CMT has con- Since the Local News Partnerships questions: Cairncross_Review_.pdf The Centre for Media Transition (CMT) is sulted for the Australian Competition and (Peacock, 2019) scheme started in 2016, an interdisciplinary initiative of the Faculty Consumer Commission and the Australian Fray, P. (2019, 15 March). Gaven Morris – more than 150 British reporters have 1. Where do regional news Your ABC [Radio Show]. Retrieved from of Arts and Social Sciences and the Facul- Communications and Media Authority and been employed across 60 locations, consumers get their news? https://2ser.com/gaven-morris-your-abc/ ty of Law. It was launched in July 2017. is the host of the Asia-Pacific bureau of producing 60,000 stories for 850 partners First Draft News. Miller, J. (2019). News Deserts: No News Is Bad across print, online and broadcast outlets. 2. Where is it produced? News. Retrieved from https://www.manhattan- It sits at the intersection of media, tech- institute.org/html/urban-policy-2018-news- nology, regulation and business. Working The Centre hosts public events, confer- Earlier this year, the Cairncross Review 3. How is it delivered and consumed? deserts-no-news-bad-news-11510.html with industry, the academy and other ences and forums on a regular basis. (Department for Digital Culture Media Neville, R. (2019). Rick Neville: Pilot scheme for stakeholders, the CMT explores: Details of events and the CMT’s work and Sport, 2019) into the future of the 4. Who owns the delivery channels regional reporters is good news. Retrieved from can be found at our website at http://bit. British news media encouraged further for regional news consumers? https://www.nzherald.co.nz/nz/news/article. n The changing nature of journalistic ly/2Nr44Hs. You can sign up to our regular cfm?c_id=1&objectid=12233981 development of the scheme and great- practice; newsletter at http://bit.ly/2lXvs6D. er collaboration between the BBC and 5. How many journalists are employed Peacock, C. (2019, 05 September ). Publishers, commercial media outlets. In response, in regional news? Public Broadcaster And The Public Purse Back New Local News Scheme. RNZ. Retrieved from the news director of the Australian https://www.rnz.co.nz/national/programmes/ Broadcasting Corporation, Gaven Morris 6. What is the turnover of regional mediawatch/audio/2018696809/publishers- (Fray, 2019), described the idea as worthy news media? public-broadcaster-and-the-public-purse-back- new-local-news-scheme of consideration in Australia.